Campaign highlights Navi UPI’s rapid rise with surreal humour and bold storytelling
Navi Technologies has launched a new brand campaign to spotlight the meteoric growth of its flagship product, Navi UPI. Titled “Some things grow unbelievably fast,” the campaign celebrates Navi UPI’s emergence as India’s fastest-growing UPI app*-achieved in just two years since launch.
Conceptualised by creative agency Sideways, the campaign uses witty, surreal analogies to illustrate rapid and unexpected transformation, echoing the accelerated pace at which Navi UPI has scaled. From quirky metaphors to visual surprises, the campaign aims to break through category clutter and build strong consumer recall.
Rajiv Naresh, CEO, Navi Technologies, said, “So far, we’ve let the numbers do the talking. This campaign brings that success story to life-visually and memorably. Navi UPI reaching millions in two years is only the beginning. We’re building a fast-scaling, future-ready payments platform for India.”
Abhijit Avasthi, founder, Sideways, added, “We wanted the campaign to stand apart from other UPI players. Navi’s unique approach to payments inspired us to create something unexpected and fun. The client’s trust gave us room to explore and be bold.”
The campaign launched with prominent placements on JioCinema and Sony LIV during the India vs. England Test match, grabbing high-impact visibility. It will roll out across YouTube, digital platforms, print, and Connected TV.
This multi-phase initiative will expand over the coming months, with new creatives spanning video, static, and contextual formats across digital, offline, and ATL channels-positioning Navi UPI as a standout player in India’s digital payments space.
