In India, the Unified Payments Interface (UPI), is aggravating on its awareness campaigns and adoption drives, for popular payments interface. It is all set to flood India’s media space as regulators and government bodies. Agencies like the National Payments Corporation of India (NPCI), MeitY, and Ministry of Home Affairs (MHA) would be collaborating with industry players, in order to bring about a behavioral change in how Indians do transactions.
In association with NPCI, leading banks and payment companies have hired Ogilvy and Mathers, for a nationwide campaign, in order to drive the adoption of the popular funds transfer interface. They have significantly scaled ever since their launch in August 2016. Around 92,000 transactions worth 3.1 crore was processed on the NPCI operated platform to over 1.3 billion transactions worth 2.16 trillion in January 2020.
NPCI had once said that the ‘UPI Chalta Hai’ campaign is aimed towards guiding users towards the right use of UPI, and also help to create a habitual change in the use of UPI in daily life. The spokesperson has said that the campaign is supported in seven different languages with collaborations from leading industry participants.
The spokesperson even said that they are planning on making 43 million impressions, by the end of February. This is in a bid to promote healthy internet behavior and also drastically reduce cases of consumer fraud. This would help in driving UPI adoption even furthermore.