Navi UPI's Meteoric Rise Shines in New Brand Campaign

Navi Technologies, a rising star in financial services, just launched a fun and bold campaign called “Some Things Grow Unbelievably Fast” to highlight the rapid success of its payment app, Navi UPI.

Since its debut in September 2023, Navi UPI has skyrocketed to claim over 1% of India’s UPI market share by December 2024, a big deal for a newcomer in a field dominated by giants.

The campaign, created by Sideways, kicks off with two lighthearted TV ads that use quirky, almost absurd comparisons to showcase Navi UPI’s speedy growth.

These ads aim to make Navi stand out in the crowded UPI space with a memorable vibe. Rajiv Naresh, Navi’s CEO, said, “We’ve let Navi UPI’s growth speak for itself until now. This campaign captures our momentum in a simple, memorable way, showcasing our vision for a fast-scaling payments destination for Indians.”

• Navi UPI Surges to 4th Place in India’s UPI Market with Bold New Campaign
• ‘Some Things Grow Unbelievably Fast’: Navi UPI Showcases Meteoric Rise
• Navi UPI Crosses ₹21,800 Crore in Transactions, Challenges UPI Giants

Abhijit Avasthi from Sideways added, “Navi’s distinctiveness drives its growth. We sprinkled some quirk to make it stand out and memorable.” The campaign launched with a bang on streaming platforms like JioCinema and Sony LIV during the India vs. England cricket test match, with more ads rolling out on YouTube, digital channels, print, and connected TV. Navi plans to keep the story going with fresh videos, images, and timely content over the next few months.

Navi UPI, approved by the NPCI, handled 157.51 million transactions in October 2024, surpassing Cred to become India’s fourth-biggest UPI player. With perks like cashbacks and “Navi Coins,” it racked up INR 21,800 crore in transactions by June 2025.

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This campaign cements Navi UPI as a home-grown game-changer, offering fast, secure payments with a fresh twist. As Navi keeps innovating, it’s set to shake up how Indians pay online.