RuPay is planning to collaborate with actor Hrithik Roshan for its upcoming campaign on RuPay Credit Card that works on UPI, a report said. RuPay is reportedly aiming to promote credit cards that work on UPI and increase its adoption among Gen Zs. Hrithik ranks 11th on Kroll's Celebrity Brand Valuation Report 2023, with a brand valuation of $78.5 million.