Mumbai: RuPay, the flagship payment network of National Payments Corporation of India, has launched a new digital campaign that leverages artificial intelligence-generated films to reimagine storytelling for the RuPay Credit Card.
Conceptualised by 5W1H, the campaign comprises three short films set in surreal alternate realities — spanning the moon, the Jurassic era, and a contemporary reinterpretation of the classic hare and tortoise tale. The films use exaggerated and unconventional narratives to integrate the RuPay Credit Card proposition while aiming to capture the attention of digital-first audiences increasingly accustomed to fast-scrolling content consumption.
What distinguishes the campaign is its fully AI-driven execution. From visuals and narratives to stylistic treatment, the films were generated entirely using artificial intelligence, highlighting the growing adoption of emerging technologies in mainstream advertising and branded content creation. The campaign seeks to demonstrate how AI can move beyond operational efficiency and become a catalyst for creative experimentation and storytelling innovation.
Since their release, the films have gained traction across social media platforms, particularly on Instagram, where audiences have engaged through shares, comments, and discussions around both the campaign’s creative concept and the use of AI-generated content.
The initiative also reflects a broader shift within the advertising and marketing industry, where brands and agencies are increasingly exploring AI-enabled formats to create differentiated, immersive, and conversation-led experiences in an increasingly competitive digital ecosystem.
The three campaign films can be viewed on Instagram:
View this post on Instagram
View this post on Instagram
View this post on Instagram
Credits
Client Credits (RuPay):
Chief of Marketing: Ramesh Yadav
Incharge Marketing: Dharshini Kumar
Lead Marketing: Aanchal Gupta
Senior Associate Creative Unit: Rohit Nair
Advertising Agency: 5W1H
Co-Founder & CEO: Kunal Luhar
Co-Founder & CCO: Aakash Chatterjee
Sr. Vice President (Business & Operations): Ayushi Jhunjhunwala
Creative Director (Copy & Strategy): Rameez Shaikh
Director (Business & Operations): Presha Singh
Associate Creative Director (Art): Niranjan Vast
Sr. Production Director: Akshay Kadam
Manager Video Post – Production: Mandar Jadhav
Sr. Art Director: Rushikesh Khambe
Sr. Art Director: Raj Satve
