Many factors contribute to the success and adoption of an Instant Payment Systems (IPS). This document reviews the communications strategies of Brazil’s Pix and India’s UPI. Both are successful IPS, yet used different approaches to communicate the IPS launches, and for communications in the subsequent years.
Key insights:
- A strong, single, and public-facing brand is critical to building awareness.
- Promotion of the IPS through a variety of media channels spreads news of the IPS to a broad audience and creates excitement.
- Competition for customer accounts incentivizes DFSPs/PSPs to advertise their offering of the IPS, which widens the reach of communications.
- Engagement with diverse stakeholder groups creates advocates, expands communication channels, and contributes to market adoption.
- Content that highlights the key benefits for stakeholders drives interest in using the IPS.
- Content that is informative supports understanding of how to use the IPS.
- Content that is fun in tone and provides relatable situations appeals to consumers.
- Provision of content in multiple local languages helps to reach as many audiences as possible.
These insights can inform future IPS rollouts, ensuring they are inclusive, effective, and widely embraced.