The National Payments Corporation of India (NPCI) is keen to further popularise its flagship Unified Payments Interface (UPI), which has clocked over 100 crore transactions per month.
The campaign is aimed to guide users towards the right use of UPI and help create a habitual change, to use UPI in their daily lives. The campaign also focusses on the safety aspects while transacting on UPI-enabled apps,” NPCI said in a statement.
The number of transactions touched 130.5 crores last month, and the total amount transacted was at an all-time high of ₹2.16-lakh crore. As many as 144 banks are on the platform.
Rai declined to comment on the issue of zero merchant discount rate (MDR), which is creating concerns amongst players over revenue margins. The campaign is aimed at promoting a greater use case for UPI among consumers.
Praveena Rai, COO, NPCI said, “We are excited to announce the launch of “UPI Chalega” campaign. We believe this campaign has extreme potential to educate users, exponentially accelerate the adoption rate of digital payments and support our vision of a less-cash payments economy. We are happy to associate with our member banks, payment service providers and third-party Apps and design this fun-filled and educational UPI awareness campaign. We hope the highlight of our campaign, Mrs Rao, would motivate customers to shift to easy and safe UPI payments and restrict the usage of cash.”
Pre-campaign study
The findings of a pre-campaign study conducted among 12,800 people in four zones, across 36 centres, showed a 60 per cent awareness of.
She added that early adopters of UPI have come from across geographies — metros and smaller cities — and now the idea is to push it to the next set of users.
Launched in 2016 as a means to boost digital payments, UPI allows users to transfer money on a real-time basis, across multiple bank accounts, without revealing bank account details to the other party.
NPCI’s flagship product allows users to transfer money on a real-time basis, across multiple bank accounts without revealing details of one’s bank account to the other party. The simple, safe, cost-effective mobile-based payments system has become one of the most prominent forms of digital payments.
