One MobiKwik Systems has rolled out a new multimedia campaign to promote its latest innovation, Pocket UPI.
This product is designed to redefine how Indians use UPI by eliminating the need for direct bank account linking, thereby offering a safer, simpler, and more efficient way to transact.
Titled “#SmarterWayToUPI,” the campaign features popular actor Jaideep Ahlawat, who reprises his iconic cop persona to demonstrate the real-world advantages of Pocket UPI through relatable and humorous storytelling.
The campaign targets common digital payment pain points such as cluttered bank statements, tracking expenses, transaction delays, and fraud risks. Pocket UPI addresses these challenges by allowing users to load specific amounts into a separate balance, enabling more controlled, secure, and PIN-less transactions.
By decoupling UPI from traditional bank accounts, MobiKwik offers users better financial hygiene and enhanced security. It also helps in budgeting by letting users set a defined spend limit while enjoying faster checkout experiences.
The campaign was teased on social media on May 16, 2025, with a post from Ahlawat that generated strong online engagement, and the first ad film was released on May 19, highlighting how Pocket UPI helps keep financial statements clean.
Jaskaran Singh Kapany, Chief Marketing Officer at MobiKwik, emphasised the company’s ongoing commitment to innovation in digital finance. He described Pocket UPI as a revolutionary addition to MobiKwik’s product suite that streamlines user interaction with financial services.
Praising Ahlawat’s credibility and relatability, he said the actor was a perfect fit to convey the product’s benefits to a wide audience.
With more films set to follow in the coming weeks, the Pocket UPI campaign is expected to boost awareness around safer and smarter ways to use digital payments in India.
Founded in 2009, MobiKwik today serves over 176.4 million users and more than 4.6 million merchants, offering products ranging from wallets and UPI to credit, savings, and insurance. The company holds a 23 per cent market share in the PPI wallet transaction space as of November 2024.
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