PUNE: Following the 21-day lockdown in India to contain the coronavirus pandemic, National Payments Corporation of India (NPCI) has initiated a campaign on digital payment safety ‘#IndiaPaySafe’ through its ongoing ‘UPI Chalega’ campaign.

NPCI has strategically brought the protagonist of the ‘UPI Chalega’ campaign, Mrs Rao, to educate customers about going cashless and staying safe during the lockdown. NPCI, through six pieces of video content featuring Mrs Rao, explains the use of UPI for payment requirements for critical services like phone recharge, money transfer, grocery and medical stores payment, payment of staffs’ salaries among others. She also urges citizens to donate to the PM CARES Fund, using any BHIM UPI app.

Speaking about the initiative, COO, NPCI, Praveena Rai, said, “In the current situation, we appeal to all residents to stay at home and promote social distancing. We hope that #IndiaPaySafe through our ongoing ‘UPI Chalega’ campaign will encourage citizens to switch to digital payments method, trying to break away from the habit of paying by cash to stay safe. 

“We thank everyone who is collaborating to drive home the #IndiaPaySafe message, and encourage more people to play their role in spreading the message to their family and friends.”  

UPI CHALEGA CAMPAIGN
NPCI, in association with the payment ecosystem players, has co-created an industry campaign “UPI Chalega” to promote UPI as Easy, Safe, and Instant mode of payment. The campaign is aimed to guide users towards the correct usage of UPI and help create a habitual change, use of UPI in their daily life. 

The campaign also focuses on safety aspects while transacting on UPI enabled apps. The campaign targets the Indian smartphone users to guide them on the ease of using UPI through various use cases where UPI can be used instead of cash or any other payment mode. 

The campaign targets users across all ages and aims to promote how to use UPI safely. UPI Chalega campaign educates customers about using UPI for their daily expenses such as at the vegetable shop, petrol pumps, restaurants, e-commerce, bill payment, etc.