Musician Badshah and NPCI collaborate on a new campaign

The autopay feature will be a game-changer since it will increase business efficiency for merchants across all industries and offer customers the greatest level of convenience for their regular payments. This campaign is a logical next step to reach our audiences and have the greatest possible influence on people’s lives.

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In order to advertise its UPI autopay feature, National Payments Corp. of India (NPCI) collaborated with rapper Badshah to create a song. The company’s goal of enhancing people’s lives with cutting-edge payment solutions served as the inspiration for the rap song “Life Hai Wow.” Its long-running “UPI chalega” campaign, which has previously included Virat Kohli, Ranveer Singh, Jacqueline Fernandez, and Dulquer Salmaan, among others, is being extended with this new initiative.

As an umbrella organisation for running retail payment and settlement systems in India, NPCI was established in 2008.

Rajeeth Pillai, chief relationship management and marketing at NPCI, said, “We are delighted to collaborate with Badshah. We believe the autopay feature will be a game-changer as it brings in business efficiency for merchants across categories and provides maximum convenience to consumers for their recurring payments. This campaign is a natural next step for us to reach our audiences and impact as many lives as possible.”

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All significant music streaming services, including Spotify and Apple Music, as well as YouTube, provide the song for streaming. Together with Badshah, YAAP, a specialised content business, conceptualised and produced the song.

“UPI autopay is a feature that’s here to change the game and it was important to us we talk about it in a way that gets people excited. Collaborating with the musical talent of Badshah’s caliber elevated the creative development process and made this project an absolute treat to put together,” said Manan Kapur, senior partner at YAAP.