BOBCARD × LIQVD Asia
"Aur kya
chahiye"
A digital campaign that encouraged BOB Card holders to link their RuPay card on UPI -turning a habitual nudge into a cultural moment.
BOBCARD × LIQVD Asia
"Aur kya
chahiye"
A digital campaign that encouraged BOB Card holders to link their RuPay card on UPI -turning a habitual nudge into a cultural moment.
Total Impressions
Across digital platforms
UPI Link Rate
vs. category benchmark
Brand Recall
Post-campaign survey
Video Views
Organic + paid combined
Make BOB Card the default UPI payment method -not just an option.
Bank of Baroda's credit card arm had a problem most fintech brands would envy: millions of active cardholders who simply weren't using their card on UPI. The card was in their wallet. The app was on their phone. The habit just wasn't there.
Our brief was to change that -not through discounts or cashback, but through a campaign that made linking your BOB Card feel like the obvious, natural thing to do.
Client
BOBCARD (Bank of Baroda)
Scope
Campaign Strategy · Content Production · Paid Media · Influencer
Duration
12 weeks · Q3 2024
Markets
Pan-India · Tier 1 + Tier 2 cities
From insight to
cultural moment.
A 3.8x increase in UPI link rate -and a phrase that entered everyday conversation.
"Aur kya chahiye" didn't just perform -it resonated. The campaign generated organic conversation beyond paid media, with users sharing the tagline in their own UPI payment contexts. BOB Card saw its highest-ever monthly UPI transaction volume in the campaign period.
Next Case Study