Navi Technologies set forth a bold and witty new brand campaign to spotlight the stellar growth of their flagship payments product, Navi UPI. With a title that rightly states, Some things grow unbelievably fast, this campaign highlights the speed at which Navi UPI rose to fame as the fastest-growing UPI app in India within just two years of its inception.
Developed by the ad agency Sideways, the campaign draws upon surreal humor and bizarre analogies to visualize fast-paced change, charting Navi UPI's odyssey through the competitive payments space.
We have let Navi UPI’s growth speak for itself until now, said Rajiv Naresh, CEO of Navi Technologies. This campaign puts a spotlight on that journey in a way that’s simple, memorable, and true to our DNA. What we’re building is not just a fast-growing app, but a scalable payments ecosystem for millions of Indians.
Abhijit Avasthi, founder of Sideways, added, The brief was clear, stand out. Navi UPI isn’t like the others, and that gave us the creative license to make something fresh, quirky, and sticky. We are proud of what we’ve created together.
The high riding India vs. England Test game was the first to go on air with the premium buy from JioCinema and Sony LIV. Online and TV are also going to be launched on YouTube and digital media. Print and connected TV go hand in hand to develop into an extended multistage brand storytelling exercise.
This effect driven launch is Navi's way of signalling that it wants to be seen as a homegrown-against-category player in India's digital payments ecosystem.
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More precise audience targeting
OTT platforms use a rich database of viewer information to serve advertisements to their audience based on demographics, interests, and behavior. Hence, this ensures that the promotions will be aired or seen by the relevant audience that is most likely to convert.
Completion & engagement rates are always high
The viewership and ad completion rate of people watching on OTT platforms is always high since ads are often non-skippable or have limited skippability. This implies there is a greater likelihood of your message being watched in full and leaving a lasting impression.
Cross device
OTT commercials can be served across all types of devices like smart TVs, smartphones, tablets, and laptops. These multi-device approaches will ensure that the audience is hit wherever they stand.
Real time metrics & performance monitoring
Advertisers are granted real-time metrics on views, clicks, and conversions. Such provides ease in monitoring performance and optimizing in real time.
Cost effective & flexible budget
Compared to traditional television, OTT advertising is cost-effective and has flexible budgeting. This makes it suitable for small, medium, and even large companies.
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