Driving seamless transactions, empowering businesses, and enhancing digital experiences for all
Mumbai: PayU, a leader in digital financial services, has launched its first advertising campaign since its recent rebranding, in collaboration with Sideways Consulting. PayU’s brand refresh reflects its transition from a payments-focused platform to a comprehensive digital financial services provider, serving businesses and consumers alike. Although PayU is essential to enabling a wide array of digital payments, its quiet efficiency means many consumers may not recognize the brand behind their transactions. The campaign confronts this challenge by creatively spotlighting PayU’s role in making daily digital experiences seamless.
By showcasing everyday transactions such as paying for rides, food deliveries, and subscriptions, the campaign aims to remind users that, while they may not always see PayU, its robust, reliable and secure infrastructure makes all these transactions possible. This aligns with PayU’s commitment to providing seamless, secure, and innovative solutions for businesses and consumers alike.
The ad brings this message to life, featuring PayU’s invisible yet ever-present role in the lives of users across various sectors—from entertainment to travel, fashion to technology.
Abhijit Avasthi, Founder, Sideways, said, “PayU’s payment solutions are essential but invisible, and we wanted to play on this idea of seamlessness in a fun and relatable way. The ‘One PayU Brand Ad’ campaign brings out how people rely on PayU every day without even realizing it. We wanted to capture that invisible presence PayU has in people’s lives and show it in a fresh, light-hearted manner.”
With the tagline “PayU. You’re Welcome,” the campaign reinforces PayU’s role as the behind-the-scenes enabler of seamless transactions. The brand remains committed to empowering businesses with robust payment solutions and providing users with frictionless digital payment experiences.Link to the campaign: https://youtu.be/nMuO5SZinWAClient: PayU
Vijay Agicha – Chief Investment and Transformation Officer”
Rashmi Soni VP- Branding & Communications
Argho Bhattacharya- Sr Director -Marketing
Branding team- Ashima Garg, Deepali Aneja
Salman Sunny -Sr Director- StrategyAgency: Sideways Consulting LLP
Leadership Team: Abhijit Avasthi, Sonali Sehgal
Creative Leadership: Sameer Sojwal & Nilay Moonje
Creative Team: Prashant Sinha, Vaibhav Patil, Anish Das, Pranav Sawant, Pooja Shinde
Account Management: Vanita D’Mello, Suraj Das, Farzaad Dastoor
Strategy: Siddharth MohantyProduction House: Superfly Films Director – Kopal Naithani
Executive Producer – Tarun Bali
DOP – Kabir Tejpal