Pop Launches First Brand Campaign Around UPI Rewards
Razorpay-backed Pop has launched its first brand campaign, highlighting rewards on every UPI payment to attract users.
SociapaHQ
Payments app Pop, backed by Razorpay, has launched its first brand campaign as it seeks to position rewards as its key differentiator in a UPI payments market that is increasingly crowded where most apps now provide a near-identical payment experience.
The campaign, “In a Perfect World”, is based on the simple premise that users should be rewarded each time they make a payment.
The film has a string of impossible wishes – from carbs that make people thinner to pandas living forever, before a tongue-in-cheek reference to influencer Ranveer Allahbadia, saying he has “finally learnt some manners”, alluding to the controversy surrounding him last year. It then goes on to show that while most of the wishes are fantasies, it’s already possible to earn rewards on every payment through Pop.
Also Read: MINI India Launches Campaign Featuring Kareena Kapoor Khan for New Countryman
Check out the campaign here:
Rewards Strategy:
Payments apps are now looking beyond the payment experience itself to attract and retain users as UPI transactions are largely standardised across platforms like Google Pay, PhonePe and Paytm.
Since UPI transactions don’t make much revenue directly, rewards and loyalty programmes have become one of the few ways platforms can differentiate themselves and get users to make them their default payment app. The strategy is directed at younger consumers who tend to switch between payment apps.
Pop’s campaign is an expression of this shift, framing the rewards as a compelling reason to choose one app over another, rather than payment functionality.
But the company is entering a category where several competitors have already developed reward-led offerings.
Also Read: Eazzy Appoints Manish Gupta as Co-founder and CTO to Lead AI, Technology Strategy
Rewards Competition:
CRED popularised the idea of rewarding users for paying their credit card bills, but Google Pay, PhonePe and Paytm have been using cashback, scratch cards and reward coins for a long time. More recently, Flipkart-backed super.money has pushed direct cashback with its campaign, “No Drama, Only Cashback” featuring Salman Khan.
Unlike direct cashback models, pop rewards users with reward coins on payments which can be redeemed later across partner brands in the app.
The move comes against the backdrop of economics of UPI as well . Consumers pay nothing to make digital payments, but the industry has found it hard to keep up generous rewards programmes in the long term. Previously pop itself reduced its cashback offerings.
