RuPay’s ‘ON-THE-GO’ OOH takeover in Mumbai

Platinum Outdoor, a unit of Madison World, has joined hands with the National Payments Corporation of India (NPCI) to roll out a large-scale OOH campaign for RuPay’s ON-THE-GO payment solution.

The campaign promotes RuPay’s tap-and-go payment experience, offering speed and convenience for everyday travel. It has been executed end-to-end by Platinum Outdoor and strategically placed across Mumbai’s busiest commuter routes to reach millions of travellers on the move.

Encouraging Smarter Travel Choices

The campaign marks an important step in RuPay’s effort to make digital payments faster, safer, and more effortless. It encourages people to adopt contactless transactions that simplify daily commuting.

Moreover, the campaign is strategically positioned across arterial roads, metro access points, and high-traffic junctions. These touchpoints transform into eye-catching visual reminders for citizens, emphasizing that sometimes the delay isn’t in the traffic, but in the choices we make.

Each creative highlights RuPay’s promise of seamless tap-to-pay convenience, turning routine travel routes into bold displays of digital innovation.

OOH Storytelling that Moves with the City

Executed with precision, the RuPay ON-THE-GO campaign captures the pulse of Mumbai’s high-speed lifestyle. It uses large-format billboards, metro panels, and junction displays to create instant brand recall.

The visuals are bright and minimal, making the message clear — with RuPay, your payments can keep up with your pace. In addition, the campaign aligns with NPCI’s larger goal of driving adoption of contactless payment ecosystems across India’s urban centers.

Therefore, the campaign not only promotes convenience but also builds awareness around the country’s shift toward digital-first commuting experiences.

Expert Insight

Commenting on the campaign, Irshad Chippa, Vice President, Platinum Outdoor, said:

“In a city that moves at an unstoppable pace, the right message placed at the right point of commute can spark meaningful change. With RuPay ON-THE-GO, our goal was to craft an OOH experience that is bold, intuitive, and deeply relatable for Mumbai’s daily travellers. This campaign reflects the power of strategic outdoor storytelling executed with clarity, intent, and precision.”

His remarks underline the importance of location-based messaging and creative timing in outdoor media success.

A Step Toward Seamless Everyday Payments

As one of India’s most dynamic cities, Mumbai serves as the perfect stage for RuPay’s vision of effortless digital payments. The campaign reinforces the brand’s mission to make transactions quick, secure, and universally accessible.

Furthermore, the initiative highlights how technology and outdoor media can work together to influence real behavioral change. By connecting with commuters at relevant touchpoints, RuPay and Platinum Outdoor have created a campaign that inspires action — not just attention.

In summary, the RuPay ON-THE-GO campaign demonstrates how modern OOH storytelling can build awareness, shift habits, and celebrate the convenience of tap-and-go living.