RuPay urges to forget wallets at home with its 'Link it, Forget it'

Delhi: National Payments Corporation of India (NPCI) unveils ‘RuPay – Link it, Forget it’ campaign at Indian Premier League (IPL). Conceptualised by DDB Mudra Group, the campaign aims at increasing awareness about RuPay Credit cards which can be linked to a UPI ID.

The 'Link It, Forget It' campaign featuring Shankar Mahadevan and others, suggests that leaving your wallet at home is no longer a concern. Having a RuPay Credit Card makes your wallet so redundant that you must remember to forget it at home. The ads bring behaviors to light where characters simply forgot to forget their wallets at home and awkwardness ensued.  

As part of the campaign, more Ad films developed by DDB Mudra Group will be released throughout the league season.

Commenting on the campaign, Ramesh Yadav, Chief Marketing Officer, NPCI, said, “RuPay's innovative offering of linking credit cards on UPI marks a transformative moment in the payments space, fundamentally altering how credit cards are perceived and used. Through the 'Link it, Forget it' campaign, RuPay is not just presenting a different payment method but also positioning itself as simple yet essential go-to choice in the gamut of options available today. The novelty, ease of use, coupled with a rewarding journey on every transaction are what sets the brand apart and makes it more than just a credit card. This ingenious strategy signifies a remarkable shift in consumer payment behaviour and highlights our unwavering commitment to enhancing convenience through technological advancements and expanding the accessibility of digital payments. So, link your RuPay credit cards to UPI and leave your bulky wallets at home.” 

Rahul Mathew,Chief Creative Officer, DDB Mudra Group, said, “A credit card that works on UPI is not just a game-changer, but also behavior-changing. It lets you ditch your wallet and still enjoy all the benefits of a credit card. Through this campaign, we are urging people to break the habit of carrying cards and opt for RuPay instead. And told it through fun stories around forgetting to forget your wallet.”

Customers can link RuPay credit cards with their preferred UPI apps including BHIM and enjoy the convenience of UPI alongside the benefits of credit cards. Simply ask for RuPay credit card from your bank to enjoy seamless transactions with UPI. For more details, visit our  website. 

Campaign Credits:

Creative Agency: DDB Mudra