Everyone loves eye-catching content. But there’s a difference between content that grabs attention and content that holds it.
Flashy visuals and trending topics can go viral—but real impact?
That’s built through storytelling, strategy, and precision.
"Viral content gets people talking. Impactful content keeps them engaged."
And today, we’re sharing a project that does just that—our work for NPCI International Payments Limited...
A Vision for Global Financial Innovation
NPCI International Payments Limited is a subsidiary of the National Payments Corporation of India (NPCI), responsible for taking homegrown payment solutions like UPI (Unified Payments Interface) and RuPay to global markets. Their mission is to develop digital public goods that empower economies worldwide.
To support this vision, NPCI International needed an innovative way to engage international audiences. That’s where we stepped in.
The Challenge: Making Complex Concepts Engaging
Our task was to develop a 3D animation video series that would:
Drive awareness about UPI and RuPay in global markets.
Enhance user engagement on the NIPL website.
Educate businesses and consumers about the potential of Indian digital payments abroad.
The challenge? Striking a balance between corporate professionalism and engaging storytelling while ensuring compliance with government guidelines.
Crafting the Story: Our Approach
We started by understanding NIPL’s vision—a futuristic, corporate aesthetic that speaks to an international audience.
1. Concept Development
We developed key messaging and themes that aligned with NIPL’s brand. The goal was to educate while captivating, ensuring that even complex financial concepts felt approachable.
2. Video Production: Bringing the Vision to Life
Our production process followed a structured approach:
Scripting & Storyboarding – Ensuring clear messaging and well-structured visuals.
3D Animation – Designing corporate-styled environments and characters.
Compositing & Rendering – Using a flat-shaded blue aesthetic with orange-green highlights to maintain brand consistency.
3. Refining the Visual Language
One of the key challenges we faced was adapting to a new colour theme introduced mid-project. Instead of applying the changes blindly, we created an initial test video to align with the client’s expectations. After refining it based on feedback, we ensured the updates were consistently applied across the series—while still meeting tight deadlines.
Innovation in Execution
To make the animations truly impactful, we focused on:
Corporate yet engaging design – A sleek, futuristic look that stays true to NIPL’s identity.
Refined iterations – Three rounds of revisions to ensure precision.
Seamless integration – Ensuring the videos became an organic part of the website’s user experience.
The Impact
Our work contributed to:
Greater B2B & B2C awareness of UPI and RuPay in international markets.
A more interactive and engaging website experience.
An increase in cross-border UPI/RuPay transactions.
New and strengthened global partnerships.
Stronger brand positioning for NIPL in the global fintech ecosystem.
What the Client Had to Say
NIPL appreciated how the videos enhanced the website’s aesthetics and maintained a uniform look, highlighting the seamless 3D-live action blend and futuristic style while aligning with their guidelines.
Lessons We Took Away
This project reinforced several key learnings for our team:
Collaboration matters. Cross-functional teamwork ensured a smooth execution.
Design is a process. Iterative refinement elevated the final output.
Time is everything. Delivering 7 animations + a GIF within strict deadlines required strategic planning.
Compliance and creativity can co-exist. Navigating government guidelines while maintaining artistic integrity was a valuable learning curve.
Final Thoughts
At Dramantram, we believe that great design isn’t just about aesthetics—it’s about building something that lasts.
With NIPL, we didn’t just create videos. We played a part in a global financial movement. A movement that is reshaping the way digital payments work across borders.
And that’s the kind of work we strive for—work that makes an impact.
The Team who brought the Vision to Life!
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