HomeBRAND REVIEWNPCI Appoints Rapper Badshah To Promote ‘UPI Chalega’ Campaign 

NPCI Appoints Rapper Badshah To Promote ‘UPI Chalega’ Campaign 

The National Payments Corporation of India (NPCI) has collaborated with Indian rapper Badshah to create a song in support of the UPI AUTOPAY feature.

The campaign is an extension of the NPCI’s long-running UPI Chalega campaign, which has already featured celebrities such as Virat Kohli, Ranveer Singh, Jacqueline Fernandez, Dulquer Salmaan, and many more, a statement said.

The song is available for streaming across YouTube and all popular music streaming platforms, such as Spotify and Apple Music. The song was conceptualised and created by YAAP, a specialised content company, in collaboration with Badshah.

Manan Kapur, senior partner at YAAP, said that UPI AUTOPAY is a revolutionary feature, and “collaborating with musical talents like Badshah has made this project special.”

“They can also create, modify, pause, as well as revoke auto-debit mandates per their requirements,” the statement further said.  

The National Payments Corporation of India (NPCI) was incorporated in 2008 as an umbrella organisation for operating retail payments and settlement systems in India. It is an initiative of the Reserve Bank of India (RBI) and Indian Banks’ Association (IBA) under the provisions of the Payment and Settlement Systems Act, 2007.

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