~ After 14 years powering payments across four markets, airpay and ting make “forgettable” the flex — frictionless is the point ~
Mumbai, September 2026: Digital payments platform airpay has dropped its first-ever brand campaign, ‘Invisible’, marking 14 years of operations across India, the UAE, Tanzania and Zambia — and finally putting a face to the company that has quietly powered everyday payments for businesses and consumers.
While most payments marketing still sells speed, disruption and seamless UX as loud features, airpay flips the brief: payments are noticed most when they fail. The film’s insight is that being forgettable is an achievement — reliability so boring that founders and cashiers stop losing sleep over settlement.
Creatively, the film runs in four acts: the familiar anxiety of waiting for a payment to clear, then a turn that celebrates invisibility. Everyday beats follow — an international traveller checking out in home currency, a mother paying school fees between a virtual meeting and kids’ chaos, a boutique owner watching daily settlement land without a follow-up call before the camera pulls back to the infrastructure behind those ordinary moments.
Kunal Jhunjhunwala, Founder & CEO, airpay, said: “When we started, our priority was to build a business that earned trust through what it delivered, rather than how loudly it spoke about itself. Over the years, weve stayed focused on building and scaling that foundation across markets, and that approach has served us well. This campaign is an opportunity to share a little more of that journey with the people and businesses who have been part of it, and to mark an important chapter in where airpay is today.”
The film was conceptualised by ting, whose recent work spans Bosch, US Polo, Arrow, Lauritz Knudsen and MAC Cosmetics. Aadil Mehta, Partner, Ting, said: “The interesting part of this brief was that we were working with a business that has spent years deliberately staying behind the scenes. We wanted audiences to recognise themselves in the film first and discover airpay along the way.”
‘Invisible’ premiered on YouTube and extends across OTT platforms and airpay’s four operating markets — a debut that bets brand equity on quiet competence, not noise.
Marketing take: Fintech usually shouts “instant.” airpay is selling the opposite luxury payments so reliable you forget them. If the line lands, ‘Invisible’ becomes the category’s anti-hype template.
