airpay brings India’s merchants into the spotlight this Diwali with “Merchant’s Festive Check List”

National, October 14: airpay, a digital payments platform, has released its latest festive film, “Merchant’s Festive Check List,” celebrating the people behind India’s festive commerce. While Diwali brings lights, celebrations and new beginnings, it also marks one of the busiest times of the year for merchants, with longer working hours, growing customer queues and several responsibilities to manage. 

Built around the campaign line, “Tyohaar Aapka. Zimmedari Humari,” the film captures this often-unseen side of the festive season and recognises the role of reliable payments in helping merchants keep things running smoothly.

Marking 14 years of building payment infrastructure for businesses, the campaign shines a light on the merchants who keep India’s festive economy moving. At its heart is a simple thought: while merchants have plenty on their festive checklist, payments shouldn’t have to be one more thing to worry about.

Set against the familiar chaos of a busy shop on a Diwali day, the film follows a shopkeeper juggling the many demands of the festive rush. As the narrator ticks off his responsibilities, from stock and staff to suppliers and customers, one question stands out: are payments also his responsibility? The shopkeeper’s matter-of-fact response, “Nahi,” delivers the film’s message with a touch of dry humour and a knowing nod to the realities of running a business.

The film brings to life airpay’s festive campaign line, “Tyohaar Aapka. Zimmedari Humari.” It is a reminder that while merchants focus on welcoming customers, making sales and bringing the festive spirit to their stores, they should be able to count on their payment partner to take care of the payments experience. Because when the festive rush is at its peak, peace of mind can make all the difference.

The campaign also reflects a more personal expression of airpay’s role in the payments ecosystem. Behind every transaction is a business, a livelihood and a person working hard to make the most of the season. 

For airpay, 14 years of building and operating payment infrastructure have been about more than enabling transactions; they have also been about earning trust through reliability and being there when businesses need support. The film’s closing messages, “Asli human support” and “14 Saalon ka bharosa,” reinforce this commitment to combining dependable technology with human support.

Commenting on the campaign, Kunal Jhunjhunwala, Founder, airpay, said, “For merchants, Diwali is one of the most important times of the year. There is excitement, opportunity and a tremendous amount of work that goes into making the season successful. Having worked with merchants for 14 years, we understand how important it is for them to have a payment partner they can rely on, especially when business is at its busiest. With this film, we wanted to celebrate the people behind the festive rush and remind them that while they take care of their customers and their business, they can count on airpay to take care of their payments. That is what ‘Tyohaar Aapka. Zimmedari Humari’ means to us.”

The film premiered on YouTube and will roll out across digital platforms, with the campaign extending to OTT platforms as well. Through this festive initiative, airpay celebrates the merchants who make Diwali brighter for millions of customers, while reaffirming its commitment to being a dependable partner through every transaction, every busy day and every festive season.

About airpay:

airpay is a full-stack financial infrastructure group operating across India, UAE, Tanzania and Zambia. Founded in 2012 and RBI-licensed as a Payment Aggregator, the group’s capabilities span payment acquiring - online, offline, and cross-border - alongside distribution, lending, and wealth management, serving businesses from large enterprises to last-mile merchants across urban, semi-urban, and rural India.

At its core, airpay builds the infrastructure that businesses run on: payment gateway, QR, POS, link-based collections, subscription billing, and cross-border payment rails that connect Indian businesses to global markets. This is complemented by a 2 lakh+ strong distribution network, working capital solutions, and a growing suite of value-added services that reduce operational complexity for the businesses it serves.

Across 14 years and billions of transactions, airpay's orientation has remained consistent - make digital payments simple, reliable, and accessible to businesses of every size, wherever they operate.