National Payments Corporation of India awards media mandate to Madison World

National Payments Corporation of India (NPCI) has awarded its media mandate to Madison World, sources told exchange4media.

In October last year, NPCI had floated a Request for Proposal (RFP) for the empanelment of a digital media agency to handle media strategy, planning, and buying for NPCI and its subsidiaries.

The RFP specified a media budget of Rs 93 crore (inclusive of agency commission), excluding applicable taxes. "While the rise of UPI and digital payments has revolutionized the financial ecosystem, it has also led to a surge in transactional frauds, with scammers increasingly targeting unsuspecting users," NPCI noted in its RFP.

“NPCI’s key objective is to create mass awareness about digital payment related frauds to help people safeguard their hard-earned money and enable fence-sitters (non-users of UPI), to whom safety is a concern, to start using UPI. In alignment with this objective, NPCI has been creating high impact creative assets for 360-degree media promotion (such as TV, Digital, Print, Radio, OOH and influencer strategy).NPCI is an umbrella organisation for operating retail payments and settlement systems in India, is an initiative of Reserve Bank of India (RBI) and
Indian Banks’ Association (IBA) under the provisions of the Payment and Settlement Systems Act, 2007,” it was said in the document.

In the past NPCI has worked with top agencies like Dentsu which was also awarded its media mandate in 2016.

NPCI has constantly been working on campaigns to create awareness around financial scams. The latest being,

The Anti Scam Shala campaign with The Times of India.

The Anti Scam Shala campaign gave the #ConmanVsCommonMan initiative a second life by transforming its comic strips into educational newspaper pouches of various sizes and languages.

Even though #ConmanVsCommonMan educates people fortnightly through comics published in seven newspapers, NPCI and TOI aimed to amplify this initiative by raising awareness about digital payment frauds and instilling greater confidence in UPI transactions across India.