The National Payments Corporation of India (NPCI) has launched a new brand positioning, ‘Always Forward,’ underscoring its dedication to innovation and inclusivity in the financial ecosystem. With this new brand focus, NPCI reaffirms its belief that digital financial transactions are essential enablers of individual and national growth, empowering millions to advance with each transaction.
For over a decade, NPCI has led India’s digital payments journey, creating revolutionary platforms such as UPI, IMPS, RuPay, BHIM, AePS, and NETC FASTag. These innovations have expanded access to secure digital transactions nationwide, propelling India towards a more digitally inclusive economy. By providing a robust and accessible payment infrastructure, NPCI enables seamless and affordable digital transactions, giving every Indian a platform to participate confidently in the digital financial landscape.
The new ‘Always Forward’ positioning reflects India’s rise as a ‘striver’s economy,’ driven by millions pursuing continuous improvement and progress. NPCI’s commitment is to empower these motivated individuals, turning aspirations into achievements through advanced payment solutions that foster security, confidence and ease in every transaction.
The campaign will launch across diverse platforms, including print, digital, ambient media and cinema, engaging audiences nationwide. Through creative storytelling, the ‘Always Forward’ campaign will inspire and demonstrate how NPCI’s innovations empower individuals to take confident steps towards a brighter future, moving India’s financial landscape—and its people—forward.
