Gen Z-focused fintech platform POP has launched its first brand campaign, In a Perfect World, marking its biggest marketing initiative since introducing its UPI platform in 2024. The campaign positions the brand around a simple proposition: users should earn rewards on every UPI payment, not just through occasional cashback offers.
Created by BANG BANG Mediacorp and written by Shikha Gupta, the campaign film imagines a world where everyday inconveniences turn into unexpected wins, from carbs making people thin to catching a cold earning them gold. It contrasts this fantasy with the tangible benefit of earning POPcoins on every payment made through the POP app.
Ahead of the official launch, the campaign generated buzz through a behind-the-scenes Instagram story by Juhi Bhatt featuring Ranveer Allahbadia, who makes a cameo in the film. Shared without any brand context, the post sparked speculation across social media before the campaign was unveiled.
The campaign comes as India’s loyalty economy continues to evolve beyond cashback-driven acquisition. POP said rewards are increasingly shifting towards proprietary ecosystems built around coins, points and credits that encourage repeat engagement across payments and commerce.
With In a Perfect World, POP is looking to strengthen its position in India’s increasingly competitive UPI landscape, where fintech players are using loyalty and rewards to build long-term user engagement beyond payments alone.
Watch the campaign here:
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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.”
