The National Payments Corporation of India (NPCI) has rolled out a film for its UPI (Unified Payments Interface) service.

The four-film campaign has been conceptualised by Enormous and features actor Gajraj Rao and a catchy tune. The films address traditional myths such as superstitions around numerology, Vastu Shastra (Indian system of architecture and design that aims to create harmony with nature), hanging nimbu mirchi outside shops to keep troubles away, or hanging a nazarbattu in a store, as methods to succeed. Each film ends with Rao stating that if these methods helped businesses grow, each one would be big. He states that the key to a business growing is credit, and urges business owners to offer 'credit on UPI', which will allow customers to use the service, which translates to both a customer base and their value of purchases growing.

What we think about it: The insight of superstitions being a big part of a business is bang on. The way it's addressed in a witty and humorous manner through the soundtrack worked for us.

The films released on social media on 20 February.