Key Highlights
- NPCI unveils “UPI Chalega,” a collaborative effort to promote secure UPI adoption
- UPI’s exponential growth redefines digital payments, with the campaign building on earlier successes
- The campaign employs TV, radio, OTT, influencers, and a dedicated microsite for easy UPI feature access
The National Payments Corporation of India (NPCI) has unveiled the latest iteration of its UPI Safety Awareness campaign, titled “UPI Chalega.” This initiative, conducted in collaboration with key stakeholders in the payments industry, aims to foster the secure and seamless adoption of UPI as a preferred mode of payment. The campaign is designed to educate users about UPI’s various features, including UPI LITE for quick low-value transactions, UPI AUTOPAY for secure recurring payments, and UPI interoperability for frictionless money transfers across all UPI-enabled applications.
The UPI system has brought about a significant transformation in the digital payments landscape, experiencing a remarkable increase in both transaction volume and value. The UPI Chalega campaign was initially introduced in 2020 under the guidance of the Financial Literacy Advisory Committee (FLAC). The first two editions played a pivotal role in expanding the reach of UPI, educating users about its security measures, and enhancing its usability for a wide range of transactions, establishing it as the preferred payment method.
The campaign adopts a holistic approach, leveraging various media channels including television, radio, OTT (over-the-top) platforms, outdoor advertising, influencer collaborations, digital platforms, and social media to ensure widespread reach and promote this ecosystem-driven initiative.
To provide a comprehensive resource hub, a dedicated site, www.upichalega.com, has been launched. This hub offers informative videos, instructional guides, information about participating banks and third-party apps, and dynamic social media updates. Users can access detailed information about UPI services, enabling them to easily set up and utilize UPI LITE, UPI AUTOPAY, and Interoperability.
