Mumbai, May 19: In an era where audiences scroll past hundreds of ads without a second glance, RuPay, the flagship payment network of the National Payments Corporation of India (NPCI), released a campaign that uses AI absurdly and abstractly to reimagine brand storytelling for the RuPay Credit Card.
The campaign consists of three short AI-generated films that transport viewers into surreal alternate realities — from the moon, to the Jurassic era, and into a modern reimagining of the classic tale of the hare and the tortoise. Each film uses exaggerated, unexpected scenarios to weave in the RuPay Credit Card narrative, designed to spark curiosity and drive organic conversation among digital-first audiences.
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What makes the campaign distinctive is not just the creative approach but the execution itself. The films have been generated entirely using AI — from visuals and narratives to stylistic treatment — marking a significant step forward in how emerging technology can be integrated within mainstream brand communication. The result is a series of dreamlike, scroll-stopping experiences that break away from conventional production formats.
Since their release, the films have garnered strong traction across social platforms, particularly on Instagram, where audiences have actively engaged through shares, comments, and conversations around both the creative concept and the technology powering it.
The campaign highlights how AI is not merely a tool for efficiency but a catalyst for creative disruption, enabling brands and agencies to rethink how stories are imagined, produced, and consumed in an increasingly attention-scarce digital landscape.
Kunal Luhar, Co-Founder & CEO, 5W1H said, “The rules of advertising are being rewritten, and this campaign for RuPay is a demonstration of what an AI-first agency is built to deliver. 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. At 5W1H, we are not choosing between human thinking and machine capability — we are building a model where one amplifies the other. The brands and agencies that embrace this shift will define the next era of this industry.”
Aakash Chatterjee, Co-Founder & CCO, 5W1H added, “In a world where audiences have seen everything, absurdity becomes the sharpest creative tool. AI gave us the canvas to build impossible worlds — the moon, the Jurassic era, a reimagined fable — and tie each one back to RuPay Credit Card in a way that surprises and stays with you. The craft was in ensuring the absurdity served the brand, not the other way around. At 5W1H, we see AI not as a shortcut but as a creative amplifier — and this campaign is proof of what that philosophy looks like in action.”
Credits
Client Credits (RuPay):
Chief of Marketing: Ramesh Yadav
Incharge Marketing: Dharshini Kumar
Lead Marketing: Aanchal Gupta
Advertising Agency: 5W1H
Co-Founder & CEO: Kunal Luhar
Co-Founder & CCO: Aakash Chatterjee
Sr. Vice President (Business & Operations): Ayushi Jhunjhunwala
Creative Director (Copy & Strategy): Rameez Shaikh
Director (Business & Operations): Presha Singh
Associate Creative Director (Art): Niranjan Vast
Sr. Production Director: Akshay Kadam
Manager Video Post – Production: Mandar Jadhav
Sr. Art Director: Rushikesh Khambe
Sr. Art Director: Raj Satve