Mumbai: Following its recent brand refresh, PayU, a digital financial services provider, has launched the ‘One PayU’ brand ad film. This initiative aims to increase brand awareness and position PayU as a unified digital financial platform, highlighting its role in enabling digital payments, credit solutions (LazyPay and PaySense), and PayTech as a service (PaaS) through Wibmo.
The film addresses a key challenge: while consumers interact with PayU’s products and services, they may not recognise PayU as the force behind them. Whether making payments, applying for credit, or using financial services, PayU is integral to the digital commerce ecosystem, though often unnoticed by users.
PayU chief investment and transformation officer, Vijay Agicha said, “The ‘One PayU’ film highlights our commitment to creating a seamless digital financial services platform for our customers. This film is designed to raise awareness about PayU’s role as the engine behind 90 per cent of digital transactions in India. While PayU operates with quiet efficiency, powering a vast range of digital payments, this campaign creatively brings our vital role to the forefront. Our refreshed brand identity marks the next phase of growth as we unify our offerings across payments, credit, and financial services, continuing to deliver innovative, integrated solutions for all our stakeholders- businesses, consumers, and financial institutions.”
The ad film by Sideways Consulting opens with a young boy making an online purchase and thanking a PayU character for enabling the transaction. PayU is portrayed as a key enabler of digital financial activities, from loan approvals to payments, with users showing gratitude as the PayU character navigates everyday scenarios. This emphasises PayU's role in supporting digital commerce across India.
The six-week ‘One PayU’ campaign will target a 3.5 crore audience and aim to raise awareness among five crore more consumers. While digital platforms lead the campaign, there will also be traditional media and OOH components. PayU will use programmatic and data-driven marketing, with connected TV (CTV) playing a significant role. Initially focused on eight metros, the campaign will expand to tier two and three cities, telling PayU's story to users of its products.
As PayU expands in India’s digital financial services, the company is committed to serving all stakeholders through a unified suite of services, reflecting its core values of ‘customer Centricity,’ ‘Trust,’ and ‘Innovation.’ This marks a new phase in PayU’s mission to build a comprehensive financial services platform for businesses, institutions, and consumers.
