RuPay Uses AI-Generated Films in New Credit Card Campaign

RuPay and 5W1H created fully AI-generated short films set in surreal worlds to engage India’s growing digital-first audience.

RuPay, the payment network operated by the National Payments Corporation of India, released a three-film digital campaign for its credit card product, with each film generated entirely using artificial intelligence from visuals and narrative to stylistic treatment.

The campaign, conceptualized by Mumbai-based agency 5W1H, sets each film in a distinct alternate reality: one on the moon, one in the Jurassic era, and one in a contemporary retelling of the hare-and-tortoise fable.

Each scenario is designed to carry the RuPay Credit Card proposition through exaggerated, unconventional sequences aimed at audiences who scroll past conventional advertising formats.

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Since their release, the films have drawn engagement on Instagram through shares, comments, and discussion around both the creative concept and the AI production method, per campaign credits released by 5W1H.

We created three entirely distinct worlds, each with its own visual language, narrative, and tonality, entirely through AI. That level of creative range, at that speed, is what happens when you build an agency with AI at its core.
Kunal Luhar, Co-founder & CEO, 5W1H

AI gave us the canvas to build impossible worlds. The craft was in ensuring the absurdity served the brand, not the other way around.
Aakash Chatterjee, Co-founder and Chief Creative Officer, 5W1H

The campaign was overseen on the client side by Ramesh Yadav, RuPay’s chief of marketing, alongside marketing leads Dharshini Kumar and Aanchal Gupta, per agency credits. On the agency side, production was handled by Sr. Production Director Akshay Kadam and a team that included art directors and post-production staff across 5W1H’s Mumbai operation. NPCI did not issue a separate press release on the campaign as of publication.

The move comes as advertisers across India’s financial services sector test AI-generated content in mainstream brand communication, a shift driven in part by the speed and cost profile of AI production relative to conventional film shoots.

Disclaimer: This news is based on publicly available information. NervNow has not independently verified any claims.

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