PayU, a key player in digital financial services, has unveiled its first advertising campaign since a recent rebranding, in partnership with Sideways Consulting. This brand refresh marks PayU’s transition from a payments-focused platform to a broader provider of digital financial services for both businesses and consumers.
Despite being integral to countless digital transactions, PayU's contributions often go unnoticed. The new campaign aims to highlight this by creatively showcasing PayU’s role in facilitating everyday digital experiences.
The advertisement illustrates familiar transactions such as paying for rides, food deliveries, and subscriptions, reminding users that while they may not always recognise PayU, its dependable and secure infrastructure supports these transactions. This initiative is in line with PayU’s commitment to delivering seamless, secure, and innovative payment solutions.
By spotlighting PayU’s invisible yet crucial presence across various sectors—including entertainment, travel, fashion, and technology—the campaign aims to raise awareness among users.
Abhijit Avasthi, Founder of Sideways, remarked, “PayU’s payment solutions are essential but invisible, and we wanted to play on this idea of seamlessness in a fun and relatable way. The ‘One PayU Brand Ad’ campaign illustrates how people rely on PayU every day without even realising it. We sought to capture that unseen presence PayU has in people’s lives and present it in a fresh, light-hearted manner.”
With the tagline “PayU. You’re Welcome,” the campaign reinforces PayU’s role as the behind-the-scenes enabler of seamless transactions. The brand remains committed to empowering businesses with robust payment solutions while offering consumers frictionless digital payment experiences.
The campaign is currently live and can be viewed on YouTube.
