Updated: Jun 2, 2020
The Coronavirus Pandemic has changed everything. Consumer Behavior has changed from buying whatever they wanted to to buying what they actually need. In the same way, Brand Behavior has changed from awareness and sales to information and assisstance. And UPI has launched UPI Chalega, changing a few things from their original message.
In their new Ad, UPI encourages people to stay at home and using UPI for all their banking needs like sending money to any relative or family. The Ad also encourages viewers to learn about using UPI app from www.upichalega.com . This campaign was pushed through various Social Media Apps and featured across multiple news, business and entertainment websites, garnering 65 million video views and 200 million impressions.
Influencer Marketing for UPI
Many celebrities also joined this campaign promoting Social Distancing and encouraging people to adopt digital payments under lockdown. Among the stars that put up posts in favour of UPI payments were Jaqueline Fernandez, Riteish Deshmukh, Shruti Hassan, Arjun Kapoor and Nushrat Bharucha. They talked about how UPI could be used to buy groceries, make utility payments and more. These efforts helped UPI Chalega garner another 80 million views. The campaign also went live on Tik Tok generating over 20 billion views. Influencers such as Awez Darbar, Arish Fakhan and Riyaz were a part of the campaign.
UPI has taken a really bold step to use Influencer Marketing for its new Campaign. This is not very common for established Payment Apps to use Tik Tok but UPI did that and garnered itself 20 billion views gaining the eyeballs of the right target audience.