RuPay Credit Card can do what no other credit card in India can do yet – allow you to link, scan and pay through UPI apps. (instant digital payment method similar to Paypal). While the other payment networks would get on the bandwagon eventually, RuPay had the early advantage, which needed to be capitalised on immediately. 


For a news that big, we had to reach maximum people in the fastest way. We identified that opportunity in IPL, the biggest T-20 cricket league in the world, in a year when the craze and viewership was expected to be high as the tournament returning to its pre-covid glory days.

We landed the core benefit through a creative strategy where we focused on the perils of not having a RuPay Credit Card, and crafted a set of films that showed some hilarious and totally probable reasons why our viewers should immediately start linking their RuPay Credit Card to UPI. Starting with a film featuring one of the safest catchers in the IPL league – Dinesh Karthik - showing off his catching skills, that soon turned into the most meme-d ad during IPL every time he missed or made a catch in the actual matches.  This, followed by three other entertaining films, became one of most remembered, loved and talked about campaign in a sea of ads playing during IPL.