Categories Name : Enabling Technologies

Sub-Category : Most Effective Anti-fraud solution

Entry Name (Campaign) : UPI Saftey

Results

The UPI Safety campaign achieved remarkable success, underscoring the effectiveness of our strategic approach and execution. 945 Crore Impressions: This vast reach highlights the extensive visibility achieved across multiple digital platforms, ensuring that our safety messages were seen by a wide audience. 328 Crore Video Views: This figure reflects the high level of engagement and interest generated by our video content, emphasizing the campaign's widespread appeal. 209 Crore Completed Video Views: The substantial number of completed views indicates that the audience found the content compelling and informative, staying engaged till the end. 2.6 Crore Engagements: This metric showcases the active participation and interaction with the campaign, amplifying its impact and reach. We surpassed our planned metrics by 12%, showcasing the campaign’s efficiency and effectiveness. Additionally, our performance across major platforms—Meta, Twitter, and LinkedIn—was double the expected outcomes, demonstrating the campaign's exceptional execution and resonance with the audience. The success of the campaign was driven by: Effective Digital Media Strategy: A mobile-first and video-first approach ensured high engagement and visibility. High-Frequency Plans: Consistent and frequent campaigns across social media, OTT platforms, YouTube, and news sites maintained a strong presence. Regional KOL Activation: Leveraging regional influencers to create original content helped reach diverse audiences. Influencer Segmentation: Utilizing national icons, social media celebrities, and mass influencers effectively drove awareness and provided informative content. These impressive metrics highlight the campaign's scale and success in spreading awareness and educating users on UPI safety, making it a standout initiative in the digital payment sector.