NPCI (RuPay, UPI, BHIM)
NPCI (RuPay, UPI, BHIM) sponsors 10 properties, mostly music, then cricket, and has 5 campaigns on record. 8 confirmed in 2026.
19 of 22 rows confirmed on their sourceHow we check
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Sponsorships
Season by season, then every row newest first with what our check found on its source.
Associate sponsor · League · 2026
Listed as an IPL 2026 premier partner at league level.
Associate sponsor · TV show · 2026
Signed to season 18 of Kaun Banega Crorepati as a co-powered by sponsor, in Sony's pre-launch roster of more than 25 sponsors.
Presenting · Event · 2026
Presented by; also carried the cardholder pre-sale window on 15 October 2025.
Presenting · Event · 2026
Listed under "PREMIER PARTNERS" on the IPL sponsor wall.
Banking · Event · 2026
"enhances the festival experience with the introduction of RuPay Amplified Access" — pre-sale window, fan pit and a covered experience zone.
Presenting · Event · 2026
"Sunburn Festival 2026 is presented by Rupay and driven by Hyundai."
Associate sponsor · TV show · 11 Aug 2025
Signed to Kaun Banega Crorepati season 17 as a Co-Powered By sponsor, one of the record 26 brands on the show's 25th-year sponsor wall.
Associate sponsor · TV show · 11 Aug 2025
Signed to Kaun Banega Crorepati season 17 as a Special Partner, one of the record 26 brands on the show's 25th-year sponsor wall.
Show 9 more
Associate · Event · 2025
Listed under "associate partner".
Banking · Event · 2025
Third year as card partner; gave its name to the 'Lolla Comfort by RuPay' ticket tier.
Associate · Event · 2025
Listed under "Associate Partners".
Title · Event · 2025
"Title Partner" with naming rights — the property runs as RuPay Zomaland.
Associate · Event · 2024
Listed under "associate partner" on the IPL sponsor wall.
Banking · Event · 2024
Card-network partner; helmed the early pre-sale ticket window.
Title · Event · 2024
Title sponsor; the league ran as "RuPay Prime Volleyball League".
Official partner · Event · 2023
Listed under "OFFICIAL PARTNERS" on the IPL sponsor wall.
Ambassadors
Talent named in NPCI (RuPay, UPI, BHIM)'s campaigns. Current means seen in a campaign since April 2025. From campaign credits, not contracts.
| Name | Status | First seen | Latest campaign |
|---|---|---|---|
| MS Dhoni | Current | 4 Apr 2026 | 4 Apr 2026 |
| Harsha Bhogle | Past | 18 Apr 2022 | 18 Apr 2022 |
| Virender Sehwag | Past | 18 Apr 2022 | 18 Apr 2022 |
Campaigns
With the agency and talent where the trade press named them.
Digital/social · 24 Aug 2026
RuPay launched a microdrama IP called Tiny Talkies and opened it with a nine-episode arranged-marriage comedy in which the brand sits inside the story rather than in an ad break. The agency tgthr. Originals made it.
Agency: tgthr..
Ad film · 4 Apr 2026
A campaign for the BHIM payments app fronted by MS Dhoni, showing him in ordinary payment situations rather than as a cricketer, to sell the app on calm, trust and simplicity. Built by Tilt Brand Solutions for high-frequency running across social and digital.
Agency: Tilt Brand Solutions. Talent: MS Dhoni.
Rebrand · 11 Nov 2024
NPCI put a positioning line on the parent organisation for the first time, arguing that each digital transaction moves an individual and the country forward. It was aimed at making the corporation as recognisable as UPI and RuPay are.
Sponsorship activation · 19 Apr 2024
Launched during IPL 2024, this campaign told cardholders they could link a RuPay credit card to a UPI app such as BHIM, CRED, Google Pay, Paytm, PhonePe or Amazon Pay once and then pay by scanning a QR code without carrying the card.
Sponsorship activation · 18 Apr 2022
NPCI's first IPL campaign, five films with fast bowler Ishant Sharma showing RuPay On-The-Go working through smartwatches, keychains, mobile stickers and wristbands. Harsha Bhogle and Virender Sehwag carried it on Twitter. DDB Mudra created it.
Agency: DDB Mudra. Talent: Ishant Sharma, Harsha Bhogle, Virender Sehwag.
3 deals outside India and the Gulf
Rows under the same brand name abroad. Not counted in the numbers above.
None of these rows could be confirmed on their source yet.
3 more rows we could not confirm
The source does not name the brand, names it without saying it sponsored, or could not be loaded and is not trade press or an official page. Not counted anywhere on this page.
In-video ad read · Podcast · 2 Apr 2026
Upi is promoted with a listener offer link (upi.com) in the show notes of 3 episodes between 2026-04-02 and 2026-06-11, most recently 'Klan Camp'.
In-video ad read · Podcast · 15 Oct 2025
Upi is promoted with a listener offer link (upi.com) in the show notes of 3 episodes between 2025-10-15 and 2026-05-20, most recently '171. Greenfield’s Halloween Nightmare'.
In-video ad read · Podcast · 14 Oct 2025
Upi is promoted with a listener offer link (upi.com) in the show notes of 3 episodes between 2025-10-14 and 2026-03-17, most recently 'Hothouse w/ Aya Cash'.
Agencies
Credited on NPCI (RuPay, UPI, BHIM)'s campaigns, latest first. Roles (creative, media, PR) are not recorded yet.
| tgthr. | 1 campaign | 24 Aug 2026 |
| Tilt Brand Solutions | 1 campaign | 4 Apr 2026 |
| DDB Mudra | 1 campaign | 18 Apr 2022 |
Marketing leadership
As reported in the trade press, with the date and the article.
Against payments & fintech peers
Confirmed deals only. The full payments & fintech leaderboard.
| Brand | Properties | 2026 deals | Campaigns | Main passion point | Latest |
|---|---|---|---|---|---|
| NPCI (RuPay, UPI, BHIM) | 10 | 8 | 5 | Music | 24 Aug 2026 |
| Mastercard India | 8 | 4 | 4 | Comedy | 3 Jul 2026 |
| Visa | 2 | 3 | 4 | Business, tech and industry | 4 Jun 2026 |
| PhonePe | 5 | 5 | 2 | Business, tech and industry | 6 Mar 2026 |
| Upstox | 2 | 0 | 5 | Cricket | 24 Dec 2024 |
Where peers sponsor and NPCI (RuPay, UPI, BHIM) doesn't
| Property | Peers on it |
|---|---|
| Global Fintech Fest | Mastercard India, Visa, PhonePe |
| ICC Men's Cricket World Cup | Mastercard India, Upstox |
| Dubai Airshow | Mastercard India |
| Mumbai Indians | Mastercard India |
| Kerala Blasters | PhonePe |
| News18 Rising Bharat Summit | PhonePe |
| Shark Tank India season 5 | PhonePe |
| Dubai Jazz Festival | Mastercard India |
Questions people ask
What does NPCI (RuPay, UPI, BHIM) sponsor?
NPCI (RuPay, UPI, BHIM) has 10 confirmed sponsorship properties on record, mostly in music, then cricket, including TATA IPL 2026, Kaun Banega Crorepati season 18, Bandland. The latest is dated 24 Aug 2026.
Who are NPCI (RuPay, UPI, BHIM)'s brand ambassadors in 2026?
Campaigns since April 2025 feature MS Dhoni. This comes from campaign credits in the trade press, not from endorsement contracts.
Which agency works on NPCI (RuPay, UPI, BHIM)'s campaigns?
Credited on NPCI (RuPay, UPI, BHIM) campaigns: tgthr. (1 campaign, latest 24 Aug 2026); Tilt Brand Solutions (1 campaign, latest 4 Apr 2026); DDB Mudra (1 campaign, latest 18 Apr 2022).
Does NPCI (RuPay, UPI, BHIM) sponsor cricket?
Yes. NPCI (RuPay, UPI, BHIM) has 5 confirmed cricket deals on record.
Know when NPCI (RuPay, UPI, BHIM) signs something new
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