Navi UPI Showcases Fast Digital Payments Through Hurrypur

Navi Limited (formerly Navi Technologies Limited), one of India’s fastest-growing financial services companies, has launched a high-impact, multi-phase campaign for Navi UPI, celebrating the speed, simplicity, and joy of seamless digital payments.

Conceptualised in partnership with creative agency Sideways, the campaign spans screens, streets, and social media, built around one simple idea: in a world that’s moving faster than ever, your payments should too.

The multi-phase campaign kicked off celebrating Navi UPI’s rise to one of India’s fastest-growing payment apps with two humorous, surreal takes on its growth story that immediately struck a chord with audiences across TV, print and digital channels.

Building on that momentum, the brand has now expanded into a larger, more immersive universe with “Hurrypur”, a fictional Indian town where everything and everyone moves fast. Navi UPI’s humour-driven storytelling continues with three new films “Tailor”, “Courtroom”, and “Gas Bill”  reaching audiences nationwide across TV, digital, and other connected TV platforms. The campaign also extends beyond screens through a one-day transformation of Mumbai’s Khar Social into “Hurrypur Social”, a Bengaluru Metro wrap, and influencer collaborations; turning everyday moments into reminders of just how fast payments can be.

“We didn’t want to just advertise payments; we wanted to show what fast, friction-free living feels like,” said Rajiv Naresh, MD & CEO, Navi Limited (formerly Navi Technologies Limited). “The world of Hurrypur is a magical place where everything moves at turbo speed  - with Navi UPI, we want our customers to experience that feeling every time they transact.”

Mr. Abhijit Avasthi, Founder of Sideways, added, “When a product and an idea complement each other, it’s like the perfect match. Right from the outset, we knew what sets Navi UPI apart as a product was its speed. That helped us create Hurrypur and everything that goes on there in great detail. Ironically, the good people at Navi UPI didn’t hurry us at all, which allowed us to really build the world the way we wanted to, and bring it to life.”