Bobcard’s #AurKyaChahiye educates benefits of linking credit cards to UPI

Delhi: Bobcard (formerly known as BOB Financial Solutions), a subsidiary of Bank of Baroda, unveiled #AurKyaChahiye campaign, showcasing the integration of RuPay Bobcard with UPI.

The campaign aims to raise awareness among consumers about the capabilities of RuPay Bobcard on the UPI platform, for users to access their credit cards with ease. The video features an auto-rickshaw driver and a passenger with an aim to illustrate the benefits of linking credit cards to UPI.

In a railway station setting, the campaign's protagonist, an auto-rickshaw driver, witnesses the frustration caused by traditional payment methods. However, the mood shifts when he introduces UPI-linked credit cards to the passenger. 

The subsequent scenes showcase the passenger using the service with a tagline “Galat time mein out of balance mat ho jaye, Aaj hi UPI pe RuPay Bobcard apnaye #AurKyaChahiye.”

Ravindra Rai M, Deputy Managing Director of Bobcard, commented on the launch, stating, "In recent years, UPI payments have experienced significant growth, yet credit card users have been deprived of the advantages of UPI transactions. The recent integration of RuPay credit cards onto the UPI platform by RBI and NPCI has effectively filled this void. Bobcard stands out as an early adopter of this regulatory initiative, ensuring our customers never worry about running out of funds, even for small day-to-day transactions, with unparalleled ease and speed."

He continued, “From corner Kirana shops to large supermarkets, UPI payments have become a favorite among all. They're fast, effortless, and eliminate the need for cash – making them the ideal choice for your busy lifestyle. With the introduction of RuPay Credit Cards on the UPI platform, consumers now enjoy enhanced convenience and instant credit availability that led to greater customer satisfaction. Our #AurKyaChahiye campaign strives to educate users about the perks of UPI-linked credit cards through real-life scenarios portrayed in a series of digital films. This initiative seeks to accelerate the adoption of digital payments, supporting our vision of a cashless economy."

The campaign targets the Indian smartphone users to guide them on the ease of using credit card on UPI through various use cases where credit card can be used instead of cash or any other payment mode for quick and hassle-free transactions.

Sunil Gangras, Head of Creative Services, Liqvd Asia, said, “In our journey of transformation, we wanted every experience with Bobcard to be reimagined like never before. The ability to scan and pay through UPI with your RuPay Bobcard is one such step to forge meaningful connections with our audience and stay ahead of the curve. So, it was a strategic move to communicate about this revolutionary feature in the modern Indian banking system, in the language that most Indians emotionally associate with – Bollywood. We reimagined and recreated some iconic scenes from the B-Town to drive 'Top of the mind' recall and reaffirm our commitment to stay relevant.”