NPCI in association with the payment ecosystem players have co-created an industry campaign “UPI Chalega” to promote UPI as Easy, Safe, and Instant mode of payment. Ogilvy & Mather, the creative mind behind the campaign, has created a character, Mrs. Rao, who is the mouthpiece of UPI. “Whenever there is a cash crisis at hand, Mrs. Rao appears as the voice of reason, and introduces UPI transactions as the simple solution to the problem.”
Through 6 pieces of video content featuring Mrs. Rao, explains the use of UPI for payment requirements for critical services like phone recharge, money transfer, grocery and medical stores payment, payment of staffs’ salaries among others. She also urges citizens to donate to the PM CARES Fund, using any BHIM UPI app.
In the videos, Mrs. Rao emphasises the importance of maintaining social distancing and tries to make people realise the criticality of paying digitally, while staying at home amid lockdown.