Social Distancing with UPI Chalega Campaign

The coronavirus pandemic has made social distancing a new normal around the globe, keeping this in mind National payments corporation of India (NPCI) in association with the other payment players in the market has created a very interesting campaign UPI Chalega which solely aims to promote UPI, a safe, secure and a quick way to transfer payments or carry out digital transactions.

The campaign creates awareness among the customers and educates them on how online payment can help them carry out their daily chores easily and smoothly which will ultimately turn out to be a habitual practice for the general public and they will opt UPI as their first preference in terms of payment/transactions.

Safety is a primary concern the campaign also spreads knowledge among the users relating to the safety aspects of UPI Payments.

The campaign is brought to its viewers by Ogilvy and Mather (O&M) in which they created a character Mrs. Rao, who is the voice of the brand  UPI, she can be seen narrating to the viewers the uses of UPI App and how UPI can be a very preferable option when there is a scarcity of cash. The film ends with a message Batwe ke Jagah mobile nikalo len den ki nai and dalo’. The campaign is aired on TV, cinema, outdoor, digital, and radio in order to reach each and every customer.

Praveena Rai, COO, NPCI, said in her announcement that they are very glad about the launch of the campaign and believes that the campaign has the right potential to capture the minds of the viewers and support cashless payment. It gives them immense pleasure to announce that they could associate with the member banks, payments service provider and also third party. The campaign can motive people to use UPI and discard the cash payment.

Adding to this Piyush Pandey, Chief Creative Officer (Worldwide ) and executive chairman India of Oglivy said that cash payment is easy and secure but they are not aware that digital money is the simplest way to carry out any transactions and it is the best alternative to carrying cash. The campaign can send a very powerful message to the viewers which can make them change their mind with a simple message UPI chalega, its creates an impact which is simple, loud, and clear.