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Dentsu Media wins media mandate for RuPay card

The agency won the account following a multi-agency pitch

BestMediaInfo Bureau | Mumbai | March 29, 2016


National Payments Corporation of India (NPCI) has appointed Dentsu Media, a full-service agency from the Dentsu Aegis Network, as its media agency. The agency won the account following a multi-agency pitch. The mandate is specifically for NPCI’s RuPay card, which is an alternative for international card schemes.

Divya Karani Divya Karani

Commenting on the win, Divya Karani, CEO, Dentsu Media India, said, “We are very proud to be the media partner to National Payments Corporation of India’s RuPay card. This mandate is a great addition and testimony to our understanding and work with other marquee clients such as SEBI, AMFI and RBI in this sector.”

“The RuPay card epitomizes the ‘Make in India’ crusade. It will disrupt the category status quo, both in pricing and service, but most importantly it is a brave step towards financial inclusion for all.  Our team is super excited to be a part of enabling this disruption,” she added.

National Payments Corporation of India (NPCI) is an umbrella organization for the retail payments system in India. It was set up with the guidance and support of the Reserve Bank of India (RBI) and the Indian Banks’ Association (IBA). The NPCI has been promoted by ten banks, namely, State Bank of India, Punjab National Bank, Canara Bank, Bank of Baroda, Union Bank of India, Bank of India, ICICI Bank, HDFC Bank, Citibank and HSBC.

The organization has grown phenomenally over the last five years. During the period, NPCI’s transactions have shot up from two million a day to 20 million transactions a day. The services that the NPCI offers have also grown from simply switching inter-bank ATM transactions to a huge range, encompassing cheque clearing, immediate payments service (24x7x365), automated clearing house, electronic benefit transfer and a domestic card payment network named RuPay, which provides an alternative to international card schemes. Till the end of October 2015, more than 220 million Indians owned RuPay cards.


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