Jupiter's #RoastYourCard campaign aims to revamp India's credit card market

Jupiter’s #RoastYourCard campaign aims to revamp India’s credit card market

MUMBAI: Over the past week, hundreds of users took to social media to share videos of themselves cutting, snapping, and even burning their old credit cards. What began as a product launch quickly turned into a movement, as audiences resonated with the idea of letting go of outdated credit products. At the center of it all was #RoastYourCard, a campaign by neobank Jupiter to introduce the EDGE+ CSB Bank RuPay Credit Card, available exclusively on the Jupiter app. Designed for digital-first Indians, the card takes on legacy credit systems that have long fallen short of consumer expectations.

Led by voices like RJ Naved Khan, Naman Kapoor, Krishangi Saikia, and Manish Kharage, the movement the company says struck a chord, amassing over 10 million views in under a week. Their message was clear: cut ties—literally and metaphorically—with cards that no longer serve you.

At the heart of the campaign lies an insight: India’s credit card market is ripe for reinvention.

“#RoastYourCard reflects a growing frustration with outdated credit products that no longer meet the expectations of today’s savvy, digital-native customers. The EDGE+ card is our answer—a smarter, more rewarding credit experience for modern lifestyles,” said Adityan Kayalakal, head marketing, Jupiter Money.

While India’s digital economy is booming, credit card penetration lags at just 5–6%, compared to over 65% in markets like the U.S. High interest rates—often ranging between 36–42% annually—make credit card borrowing in India among the most expensive in the world. Additionally, over 40% of first-time users lack basic credit literacy, often unaware of hidden charges and compounding interest, according to data from the Reserve Bank of India.

The EDGE+ CSB Bank RuPay Credit Card aims to rewrite these norms. Issued exclusively through the Jupiter app, it offers an end-to-end digital experience—from instant issuance to real-time spend insights and advanced security protocols.

Built to go beyond the industry norm, the rewards program on this credit card is tailored for India’s urban, aspirational consumer—offering some of the most generous benefits in its class. Users earn 10% cashback on top lifestyle brands, 5% cashback on leading travel platforms, and 1% cashback on all other spends—making everyday purchases meaningfully more rewarding.

In a symbolic gesture, Jupiter even waived the Rs. 499 joining fee for users who chose to roast (i.e., destroy) their old credit cards.

Since its founding in 2019, Jupiter has become a neobank, delivering financial services—from UPI payments and savings to mutual funds and credit. Backed by Peak XV, Z47, and Tiger Global, the company secured its NBFC license in 2023, giving it greater control to lend and innovate on its own terms. To date, Jupiter has raised $167 million from top-tier investors including Peak XV Partners, Z47, and Tiger Global Management.