R K SWAMY BBDO to create brand 'RuPay' for National Payments Corp.!

RuPay is derived from the words Rupee and Payment, to suggest a truly Indian, inclusive and affordable alternative to global payment systems like Visa and MasterCard. S Narasimhan, Sr. Partner, R K SWAMY BBDO, said "We are privileged to be associated with an initiative of such national importance. RuPay will go a long way in changing the way India pays."

The logo uses the nation's colours in a dynamic form to connote an India on the move and the brand's commitment to deliver a state of the art, affordable and easily accessible payment service. Indeed, inspired by the venerable Indian "Rupaya', RuPay seeks to be the new currency to what India is today - an emerging global economic powerhouse.

RuPay is a pioneering attempt to help bring the multiple benefits of electronic payments to the masses. NPCI has now a vibrant and dynamic brand identity which will help RuPay quickly emerge as a mainstream payment system in India.

R K SWAMY BBDO is part of R K SWAMY HANSA, a leading Marketing Communications and Services Group, serving over 150 companies in India and the USA. With around 1100+ professionals, the Group offers Creative and Media services, Market Research, Direct/CRM & Advanced Analytics, Events and Activation, Healthcare Communication, PR, Social & Rural Communication and more.