PayU has released its latest ad campaign, ‘One PayU’, to remind everyone that it is the engine quietly running behind the scenes of India’s digital payment revolution. While people might be familiar with PayU’s products—LazyPay, PaySense, and Wibmo—many don’t realise that PayU is making these seamless financial transactions possible.

Vijay Agicha, PayU’s Chief Investment and Transformation Officer, pointed out that the ‘One PayU’ film is all about spotlighting PayU’s knack for creating a seamless digital financial platform. He noted that the campaign is designed to let everyone know that PayU is behind 90% of India’s digital transactions. While they usually work behind the scenes with cool efficiency, this film brings its essential role to centre stage, showing just how vital they are to keeping the digital payments world going.

Agicha added that this campaign is designed to highlight PayU’s unified identity as the organisation continues to innovate for businesses, consumers, and financial institutions alike.

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The ad film, brought to life by Sideways Consulting, features everyday scenarios where PayU is the unsung hero, personified by a PayU character helping with everything from online purchases to loan approvals. The six-week campaign is being advertised on digital, traditional and out-of-home (OOH) channels, and aims to reach 35 million consumers and grow awareness among another 50 million.