NPCI’s RuPay strikes strategic deal with BookMyShow to expand market presence

RuPay, the card payment network from the National Payments Corporation of India (NPCI), has entered into a year-long partnership with BookMyShow and its parent company Bigtree Entertainment. The collaboration aims to offer cardholders added value at live entertainment events by combining digital and on-ground engagement with integrated payment options.

With the live entertainment market growing steadily in India, the tie-up will give RuPay users access to benefits at upcoming events such as Sunburn 2025, Lollapalooza India 2026, and Bandland 2026. These include early pre-sale access, dedicated ticketing zones, food and beverage offers, merchandise privileges, fast-lane entry for top-ups, and lounge access at select venues.

RuPay will also set up on-site interactive zones at some events to promote the brand and improve customer engagement.


BookMyShow will support the initiative by integrating RuPay across its key digital touchpoints, including its homepage and post-transaction screens. This will guide users toward RuPay-linked offers and highlight the payment platform’s role in supporting entertainment experiences.

An NPCI spokesperson said, “Entertainment and cultural experiences are a growing area of interest, especially for younger, digital-first users. We are building deeper engagement with our users by connecting with what resonates with them. Through this partnership, we aim to offer meaningful value by combining access, ease, and exclusive benefits.”

A BookMyShow spokesperson said, “Live entertainment in India is evolving as audiences look for experiences that are more personalised and immersive. Our partnership with RuPay is a step toward making access and engagement more seamless for today’s audiences.”