MUMBAI: National Payments Corporation of India (NPCI) has brought three ad agencies on board to work on its brand RuPay.

The empanelled agencies include R K Swamy BBDO, JWT and Ad Factors. The agencies were empanelled following a multi-agency pitch that was initiated in January 2011. The account will be handled by the Mumbai offices of the agencies.

Ad Factors vice president Atul Dubey confirmed the development to Indiantelevision.com.

The agencies‘ mandates will include spreading awareness about the brand. Rest of the briefing is expected to take place in the next week.

RuPay is the Indian domestic card payment network being set up by NPCI. It is a coinage which indicates coming together of ‘Rupee’ and ‘Payment’ to announce the launch of a retail payment system in India.