NPCI (RuPay, UPI, BHIM)
The company behind NPCI (RuPay, UPI, BHIM), with 5 confirmed deals on Monumentum.
Deals
Newest first, with what our re-check found on each source.
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.
Work at NPCI (RuPay, UPI, BHIM)?
Claim this page to list your properties and partners, and correct anything wrong.