UPI: Gyaan Se Dhyaan Se

Translation: “Learn smart, pay smart” / “Be aware, pay with care.” A campaign designed to make digital payments safer by making awareness simple, cultural, and memorable. Instead of fear-based warnings, Gyaan se Dhyan se uses humor and everyday language to teach users how to spot fraud without panic or intimidation. Bhola & Chatur — a naive twin and a street-smart twin — become the faces of the message, turning payment safety into a familiar habit built on recall, not fear.

Client: National Payments Corporation Of India (NPCI) | Agency: Wunderman Thompson South Asia

Managing Partner: Anurag Tandon | SVP & ECD: Rajeshwari Rao

Creative Team: Jamal Iqbal, Vijay Solanki, Pearl Fernandes, Akshay Naik, Prathamesh Bhosle, Ankita D'Souza, Bhavi Trivedi, Imad Baig | Account Management: Rakesh Varma, Anuj Uppal, Meghav Bhatt

Production House: Tubelight Films | Director: Prashant Issar (Sippi) | Producer: Ruchi Mehta | DOP: V. Manikandan

Ad Films

Social Media Teasers, Posts, Thumbnails & Newspaper Print Ad

Social Media Teasers and Launch Posts

UPI: Gyaan Se Dhyaan Se

Newspaper Ad Mockup

Thumbnails for Instagram posts

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