The National Payments Corporation of India (NPCI), charged with the mandate to create a new Indian payment system, has chosen R K SWAMY BBDO to develop the new name and logo – RuPay. The agency was awarded this project after an elaborate multi-agency pitch.

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.