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Desi Brand

Rupay, India's soon-to-be-launched domestic payments card gets its logo

R K Swamy BBDO has created a name and brand identity for a new Indian payment system, a brand belonging to the National Payments Corporation of India (NPCI). Christened RuPay, the brand is a pioneering attempt to help bring the multiple benefits of electronic payments to the masses.


The word RuPay is an amalgamation of the words 'Rupee' and 'Payment', and is meant to suggest a truly Indian identity, as it is an inclusive and affordable alternative to global payment systems such as Visa and MasterCard.
 
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