POP Launches First Brand Campaign to Promote Rewards on Every UPI Payment
POP launches its first brand campaign, highlighting POPcoins rewards on every UPI payment as it looks to differentiate its fintech platform.
SociapaHQ
Gen Z-focused fintech platform POP has launched its first brand campaign, calling rewards the next frontier in India’s digital payments ecosystem. The campaign ‘In a Perfect World’ strengthens the proposition of the platform of rewarding users with POPcoins on every UPI transaction.
It's the biggest marketing push for POP since the company launched its UPI platform in mid-2024. With digital payment apps providing more comparable payment experiences, the company is banking on rewards and customer engagement to differentiate its platform.
Before the official launch, the campaign generated a buzz on social media, with an Instagram Story posted by Juhi Bhatt showing content creator Ranveer Allahbadia, who makes a cameo in the film, lying on the floor during a shoot with the caption, “Just another day with him @beerbiceps.” The post, which had no branding, fuelled speculation on Instagram and X ahead of the campaign launch.
Also Read: Sony Pictures Networks India Partners Google Gemini for New Season of KBC
Check out the campaign here:
View this post on Instagram
Rewards Revolution:
The campaign film was conceptualised by BANG BANG Mediacorp and penned by Shikha Gupta. The film envisions a whimsical world where everyday inconveniences like carbohydrates make them thinner, catching a cold earns them gold, and the little things in life work in their favour.
Then the story contrasts this fantasy with reality, highlighting that while a perfect world may not be possible, getting rewarded on every payment can be. With the platform, users get POPcoins on every UPI transaction. Rewards are an everyday benefit rather than an occasional cashback or scratch-card benefit.
The campaign comes at a time when India’s loyalty and rewards space is growing fast. The country's loyalty market is estimated by industry analysts to be almost $4 billion in 2026, growing around 18% a year as fintech and commerce platforms increasingly choose proprietary reward currencies over one-off cashback deals.
Also Read: Zomato's Name-Free Newspaper Ad Sparks Branding Debate Among Marketers
Unlike traditional cashback programmes, digital currencies such as POPcoins are designed to remain within an ecosystem, enabling users to redeem rewards across payments, shopping and other services while encouraging long-term engagement.
Bhargav Errangi, Founder of POP, said UPI has transformed digital payments in India, but rewards have not evolved at the same pace.
"UPI has transformed how India pays, but the value people get back has not evolved at the same pace, with rewards often remaining occasional, fragmented or difficult to use. We built POP around the belief that if payments happen every day, earning should too, which is why every UPI payment on POP earns POPcoins," he said.
