.png)
Navi Technologies has unveiled its new brand campaign spotlighting the rapid growth of its flagship payments product Navi UPI. The campaign aims to build strong consumer recall and reinforce Navi UPI’s position as a high-performing, home-grown disruptor in the country’s digital payments landscape.
Conceptualised by Sideways, the campaign launched with two tongue-in-cheek TVCs that use humorous analogies to depict unexpected, rapid transformation.
Rajiv Naresh, CEO, Navi Technologies, said, “We’ve let Navi UPI’s growth speak for itself until now. This campaign puts a spotlight on that journey and captures our momentum in a way that’s simple and memorable. Navi UPI has reached millions in two years, but what we’re building is bigger - a sustained, fast-scaling payments destination for Indians.”
Abhijit Avasthi, Founder of Sideways, added, “The objective was to stand out with our ads from the other UPI players in the market. The fact that Navi is unlike any other UPI app is the reason why it has grown so fast. After that, it was just a matter of sprinkling some quirk and making something memorable. Having a client that placed their trust in us was the cherry on the cake.”
The campaign launched with high-impact placements on leading OTT platforms JioHotstar and Sony LIV during the India vs. England test match. This is followed by a rich mix across YouTube, digital platforms, print and connected TV properties.
