Dentsu Media bags National Payments Corporation of India (NPCI) business

The account was won following a multi-agency pitch.

The National Payments Corporation of India (NPCI) has appointed Dentsu Media, a full-service agency from the Dentsu Aegis Network, as its media agency. The agency won the account following a multi-agency pitch.

Commenting on the account win, Divya Karani, CEO, Dentsu Media India, says, "We are very proud to be the media partner to National Payments Corporation of India's RuPay card. This mandate is a great addition and testimony to our understanding and work with other marquee clients in this sector such as SEBI, AMFI and RBI."

Karani further adds, "The RuPay card epitomises the 'Make in India' crusade. It will disrupt the category status quo, both in pricing and service, but most importantly, it is a brave step towards financial inclusion for all. Our team is super excited to be a part of enabling this disruption."

The National Payments Corporation of India (NPCI) is an umbrella organisation for all retail payments system in the country. It was set up with the support of the Reserve Bank of India (RBI) and Indian Banks' Association (IBA). The NPCI has 10 promoter banks namely, The State Bank of India, Punjab National Bank, Canara Bank, Bank of Baroda, Union Bank of India, Bank of India, ICICI Bank, HDFC Bank, Citibank, and HSBC.

In the last five years, the organisation has grown from two million transactions a day to 20 million transactions a day. From a single service of switching of inter-bank ATM transactions, the range of services has grown to other services such as cheque clearing, immediate payments service, automated clearing house, electronic benefit transfer, and a domestic card payment network named RuPay, which provides an alternative to international card schemes.

In India, Dentsu Aegis Network is supported through its seven global network brands which are Carat, iProspect, Isobar, Posterscope, Vizeum, MKTG, Amnet, Dentsu branded agencies - Dentsu Creative Impact, Dentsu Marcom, Dentsu Communications, Dentsu Media, Taproot Dentsu and Dentsu Webchutney. Newly added to the Group are the recently acquired local brands of WATConsult and Fountainhead.