As UPI payments become a daily habit for millions of Indians, fintech platforms are increasingly competing on what happens after a transaction rather than the payment itself. Gen Z focused fintech platform POP has entered that race with its first brand campaign, positioning rewards as its key differentiator.
Titled ‘In a Perfect World’, the campaign highlights POP’s proposition of rewarding users with POPcoins on every UPI payment instead of relying on occasional cashback offers or scratch cards. The campaign is POP’s biggest marketing initiative since introducing its UPI payments platform in 2024.
Created by BANG BANG Mediacorp and written by Shikha Gupta, the film imagines a world where everyday inconveniences turn into unexpected advantages, from carbs helping people lose weight to catching a cold resulting in gold. It then contrasts these fictional scenarios with what it presents as a real world benefit, earning rewards on every payment through POP.
The campaign generated early curiosity on social media before its official release after actor Juhi Bhatt shared a behind the scenes Instagram story featuring creator Ranveer Allahbadia, who appears briefly in the film. The post did not mention the brand, leading to speculation before the campaign was unveiled.
The launch comes at a time when the rewards ecosystem is evolving alongside India’s digital payments market. Early UPI adoption was largely driven by cashback offers, coupons and scratch cards designed to attract new users.
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Bhargav Errangi, Founder of POP, said, “UPI has transformed how India pays, but the value people get back has not evolved at the same pace, with rewards often remaining occasional, fragmented or difficult to use. We built POP around the belief that if payments happen every day, earning should too, which is why every UPI payment on POP earns POPcoins. More than five million users have already redeemed over a billion POPcoins, showing strong demand for rewards with real utility. ‘In a Perfect World’ takes that idea to a larger audience through a simple thought that life may not always work in your favour, but getting rewarded every time you pay can.”
