NPCI Unveils New Brand Positioning, Novel Campaign

Hyderabad: The National Payments Corporation of India (NPCI) has unveiled its new brand positioning, ‘Always Forward’, aimed at driving innovation, inclusivity, and the continued growth of India’s digital payment ecosystem.

The move underscores NPCI’s dedication to making digital financial transactions a key driver of individual and national progress. With this initiative, NPCI strives to empower millions of Indians by offering secure, accessible, and seamless payment solutions that enable them to move forward in their financial journeys. Over the past decade, NPCI has spearheaded India’s digital payments revolution through innovations such as UPI, IMPS, RuPay, BHIM, AePS, and NETC FASTag. These platforms have significantly contributed to transforming India into a digital-first economy, providing affordable financial services to people across the nation.

The ‘Always Forward’ positioning reflects NPCI’s vision for India’s future as a ‘striver’s economy’, where individuals are motivated to continuously improve their lives and aspirations At the core of this new brand identity is NPCI’s commitment to empowering ‘strivers’ - those individuals determined to pursue progress and success. Ramesh Yadav, Chief of Marketing, NPCI, emphasized that the brand’s new positioning resonates with those who leverage technology to shape a brighter future. The new campaign aims to inspire confidence in digital transactions as tools for both personal growth and national development, reflecting NPCI’s ongoing role in transforming the financial landscape.