MUMBAI: The National Payments Corporation of India (NPCI), charged with the mandate to create a new Indian payment system, has chosen R K Swamy BBDO to develop the new name and logo – RuPay.

The mandate was awarded to the agency, a part of R K Swamy Hansa, a marketing communications and services group, following a multi-agency pitch. 
 
RuPay  is derived from the words rupee and payment to suggest an Indian, inclusive and affordable alternative to global payment systems like Visa and MasterCard.

R K Swamy BBDO senior partner S Narasimhan said, “We are privileged to be associated with an initiative of such national importance. RuPay will go a long way in changing the way India pays.”
 
The logo uses the nation‘s colours in a dynamic form to connote an India on the move and the brand’s commitment to deliver an affordable and easily accessible payment service.
 
Inspired by the Indian ‘Rupaya’, RuPay seeks to be the new currency to what India is today -- an emerging global economic powerhouse. It‘s an attempt to help bring the multiple benefits of electronic payments to the masses.