Mumbai: Navi Technologies Limited, a financial services company, has unveiled a dynamic new brand campaign celebrating the exponential rise of its flagship payments product, Navi UPI.
Titled “Some things grow unbelievably fast”, the campaign captures the astonishing journey of Navi UPI as it climbs to become India’s fastest-growing UPI app* within just two years of its launch. The initiative is aimed at reinforcing consumer recall while cementing Navi UPI’s place as a high-performing, home-grown disruptor in India’s rapidly evolving digital payments ecosystem.
Conceptualised by Sideways, the campaign kicks off with two light-hearted, surreal TVCs that use quirky analogies to depict rapid, unexpected growth—mirroring Navi UPI’s success.
Rajiv Naresh, CEO, Navi Technologies, commented, “We’ve let Navi UPI’s growth speak for itself until now. This campaign puts a spotlight on that journey and captures our momentum in a way that’s simple and memorable. Navi UPI has reached millions in two years, but what we’re building is bigger – a sustained, fast-scaling payments destination for Indians.”
Abhijit Avasthi, Founder of Sideways, added, “The objective was to stand out with our ads from the other UPI players in the market. The fact that Navi is unlike any other UPI app is the reason why it has grown so fast. After that, it was just a matter of sprinkling some quirk and making something memorable. Having a client that placed their trust in us was the cherry on the cake.”
The campaign debuted with high-impact placements on top OTT platforms JioCinema and Sony LIV during the marquee India vs. England test match, ensuring maximum visibility. This is being followed by a multi-platform rollout including YouTube, digital channels, print, and Connected TV properties.
The launch marks the beginning of a multi-phase storytelling initiative, with a range of creative assets—static visuals, video formats, and contextual creatives—set to go live across digital, offline, and ATL media over the next quarter.
By leveraging humor and relatability, Navi UPI’s brand campaign not only differentiates it in a crowded market but also positions it as a trusted, fast-scaling digital payment solution for India’s next generation of users.
