National Payments Corporation of India (NPCI) has rolled out a campaign celebrating 10 years of Unified Payments Interface (UPI) in the country.

Conceptualised by Enormous, the campaign comprises a film. The ad features a catchy music track that highlights how UPI can be used to buy almost anything, anywhere. The lyrics playfully list different things you can purchase — from shares, balloons and fountains to diamonds, water, stories, matchsticks or even matcha — simply with a tap, touch or scan. The overall message is that with UPI, you can buy anything, anywhere, effortlessly.

What we think about it: The strongest element of the ad is its use of music and wordplay. A fun campaign that successfully communicates convenience, versatility and the ubiquity of digital payments without making the message feel overly technical.