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Bates CHI & Partners India wins National Payments Corporation of India’s creative account

The account, pegged at around Rs 1 crore, was won in a multi-agency creative pitch. The incumbent agency was JWT India

Bates CHI & India has won the creative mandate for National Payments Corporation of India in a multi-agency pitch that was held late last year. The mandate was awarded to the agency last week. The incumbent agency on the account was JWT India.

The account is pegged at around Rs 1 crore, said industry sources. Sources told that a lot of big names participated in the pitch, including the incumbent agency JWT.


Asheesh Malhotra

An elated Asheesh Malhotra, President, Head of Bates CHI & Partners, commented on the win, “I would term NPCI as one of the new age navratna companies of India. They are the real driving force behind the digital payments revolution in India. But their stature in media does not do justice to their contribution because they operate at a scorching pace and at the same time they are very humble. Our pitch to them was very functional, very simple and unlayered, yet very disruptive. It will create new benchmarks in effective and endearing communications. And we will help them in getting their job done.”


National Payments Corporation of India (NPCI) is an umbrella organisation for all retail payments system in India. It was set up with the guidance and support of the Reserve Bank of India (RBI) and Indian Banks’ Association (IBA). NPCI was incorporated in December 2008 and the Certificate of Commencement of Business was issued in April 2009.


During the last five years, the organisation has grown multi-fold from two million transactions a day to 20 million transactions now. From a single service of switching of inter-bank ATM transactions, the range of services has grown to cheque clearing, immediate payments service (24x7x365), automated clearing house, electronic benefit transfer and a domestic card payment network named RuPay to provide an alternative to international card schemes.

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