The National Payments Corporation of India (NPCI) unveiled its new brand positioning, ‘Always Forward,’ underscoring its commitment to innovation and inclusivity in India’s financial landscape. The new positioning reflects NPCI’s belief that digital transactions drive both personal and national progress, enabling millions to move forward with every transaction.
For over a decade, NPCI has pioneered India’s digital payments transformation with innovations like UPI, IMPS, RuPay, BHIM, AePS and NETC FASTag. These platforms have brought secure, accessible digital transactions to every corner of India, pushing the nation toward a digital-first economy. NPCI’s extensive infrastructure enables seamless, low-cost transactions across the country, making digital financial services accessible to all Indians.
‘Always Forward’ aligns with India’s growth as a ‘striver’s economy,’ where individuals are motivated to pursue continuous improvement. NPCI aims to empower these individuals by offering innovative payment solutions that turn their aspirations into real progress, fostering confidence and ambition as they work toward a brighter future.
Ramesh Yadav, Chief of Marketing, NPCI said, “’Always Forward’ will resonate with the inner striver in everyone, who aspires for a brighter future and leverages technology to advance it. This positioning reflects our dedication to making financial transactions not only easy and secure, but also a catalyst for personal and national progress. NPCI’s ‘Always Forward’ is a celebration of progress, innovation, and the transformative power of digital payments to shape India’s future.”
Under the ‘Always Forward’ initiative, NPCI is releasing a nationwide brand campaign, featuring creatives across print, digital, ambient media and cinema to inspire and engage a diverse audience. The campaign showcases how NPCI’s solutions empower individuals to progress confidently and seamlessly through digital payments.
In addition to real-life use cases, the ‘Always Forward’ campaign aims to inspire India’s next generation - young students, tech enthusiasts and entrepreneurs to adopt digital payments and play an active role in the expanding digital economy. By building trust and highlighting NPCI’s impact, the campaign promotes inclusivity in India’s payments landscape. More than just a campaign, ‘Always Forward’ represents NPCI’s commitment to fostering innovation and inclusivity, ensuring that every Indian has the resources to fully participate in a digital future.
