RuPay’s ‘ON-THE-GO’ OOH takeover in Mumbai

Platinum Outdoor, a unit of Madison World, in collaboration with the National Payments Corporation of India (NPCI), has rolled out a large-scale, high-visibility OOH campaign for RuPay’s ON-THE-GO offering across key commuter routes in Mumbai. 

Executed end-to-end by Platinum Outdoor, the RuPay ON-THE-GO campaign marks a significant milestone in RuPay’s journey toward driving effortless, tap-and-go digital payments for everyday mobility. Strategically deployed across Mumbai’s most heavily travelled corridors, the initiative aims to nudge citizens toward smarter, faster and more seamless travel choices. The campaign transforms prominent touchpoints including arterial roads, metro access routes and high-frequency junctions into striking visual reminders that sometimes, the delay isn’t in the traffic, but in the choices we make. The creatives highlight RuPay’s effortless, on-the-go payment experience, creating a strong citywide presence that resonates with millions of daily commuters. 

Irshad Chippa, Vice President, Platinum Outdoor, commented, “In a city that moves at an unstoppable pace, the right message placed at the right point of commute can spark meaningful change. With RuPay ON-THE-GO, our goal was to craft an OOH experience that is bold, intuitive and deeply relatable for Mumbai’s daily travellers. This campaign reflects the power of strategic outdoor storytelling executed with clarity, intent and precision.”