National Payments Corporation of India (NPCI) International is an Umbrella Organisation that facilitates services like UPI Payment, Bharat Bill Pay, RuPay Card, FASTag, NACH etc, NPCI launched UPI payment acceptance at Mustafa Centre with a strategically planned out-of-home (OOH) advertising campaign at Hotel Boss, Jalan Besar Plaza, 136 Syed Alwi Road, and Mustafa Centre in Singapore. By activating premium static billboards across Singapore’s Little India, the campaign demonstrates how location-based OOH advertising can effectively support retail and fintech launches by reaching consumers in high-intent shopping environments.
NPCI International Payments Limited (NIPL), the global payments subsidiary of the National Payments Corporation of India (NPCI), introduced the initiative to make cross-border digital payments more convenient for Indian travellers visiting Singapore. Using supported UPI-enabled mobile apps, shoppers can complete purchases by scanning a QR code, allowing them to pay in Singapore using a payment method they already know and trust.
By combining premium advertising billboards with one of Singapore’s busiest retail destinations, the campaign maintained visibility throughout the customer journey. This integrated approach demonstrates how location-based OOH advertising can strengthen retail and fintech launches by increasing brand presence, reinforcing consumer confidence, and influencing purchasing decisions close to the point of sale.
Campaign Overview
Campaign Objective
The campaign was developed to introduce UPI as a convenient payment option for Indian visitors shopping at Mustafa Centre while encouraging immediate trial during the launch period. By combining familiar payment messaging with a time-limited promotion, the campaign helped reduce barriers to adoption and motivate shoppers to use UPI during their visit.
The key campaign objectives were to:
- Announce UPI payment acceptance at Mustafa Centre.
- Increase awareness among Indian tourists, expatriates, and shoppers familiar with UPI.
- Encourage UPI transactions at the point of purchase.
- Promote the introductory 10% discount available during the launch campaign.
- Billboards are always on which matches the destination Mustafa which is 24 hours shopping – creating an always on campaign.
Positioning the campaign around the shopping experience enabled NPCI to connect its message with consumers at the moment payment decisions were being made.
Campaign Creative – Text Only Billboard
The campaign featured a simple, high-impact creative design for quick recognition on large-format static billboards, ensuring the message could be understood within seconds.
Key creative elements included:
- The headline “Pay the way you pay in India with UPI”, reinforcing familiarity for Indian travellers.
- Bold UPI and Mustafa Centre branding for immediate recognition.
- A prominent call-to-action inviting shoppers to scan the NETS QR code to pay with UPI.
- A clearly displayed flat 10% discount to encourage immediate participation.
- Logos of trusted UPI-enabled apps, including BHIM, PhonePe, Google Pay, and Paytm, building confidence through familiarity.
- Consistent creative execution across every billboard to strengthen campaign visibility and brand recall.
With minimal copy, a clear visual hierarchy, and a compelling promotional message, the creative quickly communicated both the payment option and its immediate benefit, making it highly effective for outdoor advertising.
Discover more about text-only billboard advertising in Singapore.
Why Mustafa Centre Was the Ideal Campaign Location
A Landmark Destination in Little India Singapore
The success of an outdoor advertising campaign depends not only on creative execution but also on selecting the right location. Centrium Square and Mustafa Centre are Singapore’s most recognised shopping destinations in the heart of Little India. Serangoon Road is a vibrant precinct known for its mix of retail, dining, accommodation, and cultural attractions that generate continuous visitor traffic throughout the day and into the night.
The area attracts a diverse audience, including:
- Indian tourists visiting Singapore.
- Expatriates living and working nearby.
- Local shoppers seeking a wide range of products.
- International business travellers staying in the surrounding district.
Its consistently high footfall and strong retail activity make Mustafa Centre an ideal environment for fintech brands looking to reach consumers who are already engaged in shopping and payment decisions.
Learn more about how outdoor advertising can amplify brand exposure in Little India and the surrounding district.
Reaching the Right Audience
Beyond its high visitor numbers, Mustafa Centre offered direct access to the audience most likely to benefit from UPI payment acceptance. Rather than reaching a broad consumer base, the campaign focused on shoppers whose travel habits and payment preferences closely aligned with the service. This included:
- Indian travellers are already familiar with UPI for everyday payments.
- Tourists looking for convenient cashless payment options while overseas.
- Business travellers and international visitors making retail purchases.
- Shoppers are already in purchase mode, making them more likely to adopt a new payment option.
By aligning the campaign with a location where the target audience and purchasing intent naturally converged, NPCI delivered a more relevant message at the right moment, demonstrating how strategic OOH placement can improve campaign effectiveness.
Strategic OOH Placements Around Mustafa Centre
High-Impact Advertising and Billboards in Syed Alwi Road
To maximise campaign visibility, NPCI utilised a network of large-format billboards positioned around Serangoon Road, Jalan Besar and other key locations within the Little India precinct. These premium advertising sites were strategically selected to engage consumers throughout their journey, from arriving in the area to making purchases at the retail destination.
The billboard placements offered several advantages:
- Large-format advertising displays positioned near Mustafa Centre.
- Excellent visibility from major roads and busy intersections.
- Exposure to both pedestrian and vehicle traffic throughout the day.
- Clear CTA – Call to Action content that remained highly noticeable in a vibrant retail environment.
By surrounding the shopping district with prominent advertising displays, the campaign maintained a strong presence in locations where consumers were most likely to notice the message before entering the store.
Building Brand Dominance Through Multiple OOH Placements
NPCI’s OOH media placements across Mustafa Centre
Using multiple billboard locations, the campaign created consistent visibility across Little India. Displaying the same creative across several advertising billboards reinforced the campaign message as consumers moved through the precinct, strengthening familiarity with UPI before they reached Mustafa Centre.
This approach helped to:
- Reinforce campaign messaging through multiple billboard placements.
- Increase brand recall through repeated exposure.
Create a strong visual presence throughout Little India. - Build confidence by presenting consistent branding across every hoarding display.
By combining multiple premium OOH assets within the same retail district, NPCI established a dominant visual presence that extended beyond a single location. The coordinated placements increased the likelihood that shoppers would recognise the campaign and remember the payment option when completing their purchases.
Why OOH Advertising Works for Retail and Credit Card Offers
Reaching Consumers at the Point of Decision
One of the greatest advantages of OOH advertising is its ability to reach consumers when they are ready to make purchasing decisions. Unlike advertising viewed long before a shopping trip, billboards deliver brand messages in close proximity to retail destinations, where consumers can act immediately.
For retail and credit card brands, this creates a direct connection between awareness and action. Whether introducing a new payment solution, promoting a limited-time offer, or launching a retail partnership, strategically placed OOH media helps influence decisions at the moment they matter most.
Simple Messaging Drives Better Results
Successful OOH campaigns rely on concise messaging that can be understood within seconds. Consumers often have only a brief moment to view a billboard, making clarity essential to campaign effectiveness.
The most impactful campaigns typically include:
- A clear and memorable headline.
- A single, focused call-to-action.
- An easy-to-understand offer or benefit.
- Strong branding that is instantly recognisable.
The NPCI campaign illustrates these principles through its straightforward message, familiar UPI branding, and clearly displayed promotional offer. It is targeting Indian tourists that are in Singapore and encourage them to take immediate action. By keeping the creative simple and action-oriented, the campaign enabled shoppers to quickly understand the payment option and its value, increasing the likelihood of immediate engagement.
Key Takeaways from NPCI in Singapore
Location Enhances Campaign Effectiveness
The NPCI campaign demonstrates that selecting the right advertising environment is just as important as developing compelling creative. By positioning hoarding billboards around Mustafa Centre and throughout Little India, the campaign delivered its message where the intended audience naturally shops, travels, and makes purchasing decisions.
Strategic placement increased the relevance of the campaign by connecting UPI with consumers who were most likely to benefit from the payment solution. This highlights how location-based OOH advertising can improve campaign performance by aligning brand messages with consumer behaviour.
Consistent Branding Builds Recognition
Maintaining a unified creative across multiple static billboards helped strengthen campaign recognition as audiences moved through the Little India precinct. Repeating the same headline, visual identity, and promotional offer across every billboard created a cohesive brand experience that was easy to recognise and remember.
For product launches, consistent branding not only improves recall but also reinforces credibility, helping consumers feel more confident when engaging with a new service or promotion.
OOH Creates Real-World Impact
The campaign illustrates how OOH advertising can influence consumer behaviour beyond generating awareness. By reaching shoppers close to the point of purchase, the campaign connected marketing with real-world action, encouraging consumers to use UPI while shopping at Mustafa Centre.
For retail and fintech brands, this demonstrates the value of combining strategic locations, high-impact creative, and premium advertising media to increase customer engagement and drive immediate response where it matters most.
Launch Your Next Campaign with Strategic OOH Advertising
Reach Audiences Where It Matters Most
The success of the NPCI campaign highlights the importance of combining the right message with the right location. Whether you’re introducing a new payment solution, opening a retail store, or promoting a product launch, strategic OOH advertising helps your brand reach consumers when they are most receptive and ready to take action.
At The Perfect Media, we help brands build high-impact campaigns through premium outdoor advertising solutions across Singapore’s busiest commercial and retail destinations. Our media network includes:
- Advertising billboards for dynamic, high-visibility campaigns.
- Large-format LED displays that maximise brand exposure in prominent locations.
- Retail district advertising that connects brands with shoppers at the point of purchase.
- Landmark building media that creates standout visibility in iconic city locations.
- High-traffic urban locations that deliver consistent exposure to commuters, tourists, and local audiences.
Whether your objective is to launch a new service, promote a limited-time campaign, or increase brand awareness, strategic media planning ensures your message reaches the right audience at the right place and time.
OOH Advertising That Connects Brands with Consumers
NPCI’s UPI launch at Mustafa Centre demonstrates how strategically placed OOH advertising can do more than increase visibility—it can connect brands with consumers at the moment purchasing decisions are made. By combining premium advertising billboards with a high-traffic retail destination, the campaign successfully introduced a new payment solution to a highly relevant audience while reinforcing trust through consistent, easy-to-understand messaging.
The campaign also highlights the value of location-based media planning. From selecting a retail destination frequented by Indian travellers to surrounding the area with multiple hoarding billboard placements, every element worked together to maximise exposure and strengthen brand recall throughout the customer journey.
For retailers, fintech companies, and brands planning a new product or service launch, this campaign provides a strong example of how premium outdoor advertising can support business objectives beyond awareness. When paired with the right locations, compelling creative, and a well-defined audience strategy, OOH advertising becomes a powerful channel for creating high-impact visibility, influencing consumer behaviour, and driving meaningful engagement where it matters most.
If you’re planning your next retail, fintech, or consumer campaign, The Perfect Media can help you identify the right locations and media formats to maximise your campaign’s impact. Contact The Perfect Media today to explore the best outdoor advertising solutions for your next campaign.
