National Payments Corporation of India (NPCI) has launched the third edition of the UPI safety awareness campaign, ‘UPI Chalega’.
The campaign aims to promote UPI as an easy, safe, and instant mode of payment.
It comprises three films around the theme #UPIWaliShaadi. They feature the protagonist, an informed lady at a wedding, advising those around her looking to hand someone money about UPI features and benefits.
These include a middle aged man dancing at the baraat looking to tip the band (UPI Lite), a DJ who runs out of music subscription at the sangeet (UPI AutoPay), and the groom needing to pay shagun for his shoes (UPI Interoperability).
UPI Lite
UPI AutoPay
UPI Interoperability
The UPI Chalega campaign was launched in 2020 under the guidance of the Financial Literacy Advisory Committee (FLAC), informed an official statement.
A microsite www.upichalega.com has been created to serve as a resource hub housing the TVCs, ‘How to’ videos, details about participating banks and third-party apps, and social feeds.
Praveena Rai, Chief Operating Officer, NPCI, said, “We at NPCI are thrilled to unveil the third edition of our popular ‘UPI Chalega’ campaign. This dedicated initiative, developed in collaboration with key stakeholders in the payments ecosystem, aims to educate users about the seamless adoption of digital payments using UPI. Through this campaign, we strive to instill confidence in users, empowering them to make secure and hassle-free transactions with UPI and experience the true potential of this transformative payment platform.”
Sujit Ganguli, Head – Corporate Brand and Communications, ICICI Bank, said, “UPI payments have seen an exceptional growth in the last few years, making it the largest digital payment instrument. The third edition of the ‘UPI Chalega’ campaign aims to take usage of UPI to the next level by offering new use cases. The newly launched features of interoperability among various payment apps, low-value quick-payments, and autopay facility on UPI, will expand the digital payments market and bring in new users as well as benefit the existing users. The campaign has used humour to break the clutter and get noticed among customers. I do hope that this campaign will play an important role in making the UPI ecosystem larger and more widely used.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, “This time when we decided to take the already popular ‘UPI Chalega’ campaign forward we zeroed in on a simple approach. We put Mrs. Rao, the mouthpiece that we have created, bang in the middle of a family wedding. She introduces the versatility of UPI through three situations in the wedding and shows how UPI can be deployed for different kinds of payments. From transferring the money for shagun to giving shagun to musicians during the baarat or activating UPI for non-stop automatic payments. Mrs. Rao interjects and saves the day in her characteristic style with a dash of humour and a refrain that builds the fact that UPI ‘Chalega’, in any situation.”
The campaign will be on television, radio, OTT, OOH, influencer channels, digital and social media.
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