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New Delhi: Neobank Jupiter has launched a digital campaign encouraging users to part ways with traditional credit cards, as part of the rollout of its new EDGE+ CSB Bank RuPay Credit Card, available exclusively through the Jupiter app.
The campaign, branded as #RoastYourCard, has seen hundreds of users across social media uploading videos of themselves cutting, snapping, or even burning their old credit cards. What began as a product announcement evolved into a broader statement against legacy credit systems, as users engaged with the symbolic act of rejecting outdated financial tools.
Fronted by digital creators such as RJ Naved Khan, Naman Kapoor, Krishangi Saikia, and Manish Kharage, the campaign gained significant traction online, recording over 10 million views within a week, said the brand. The creators urged people to “cut ties” with cards they felt no longer matched their needs or lifestyles.
“#RoastYourCard reflects a growing frustration with outdated credit products that no longer meet the expectations of today’s savvy, digital-native customers. The EDGE+ card is our answer, a smarter, more rewarding credit experience for modern lifestyles,” said Adityan Kayalakal, Head of Marketing at Jupiter Money.
India’s credit card penetration remains relatively low, hovering around 5–6%, in contrast to over 65% in the United States. According to data from the Reserve Bank of India, many first-time users lack basic credit literacy, often unaware of hidden fees or high interest rates, which can range from 36% to 42% annually, among the highest globally.
The EDGE+ card is issued in partnership with CSB Bank and offers a digital onboarding experience through the Jupiter app. Features include instant issuance, real-time spending insights, and enhanced security protocols.
The card’s rewards programme is positioned to cater to urban consumers, offering 10% cashback on major lifestyle brands, 5% on key travel platforms, and 1% on other spends. In addition, users who shared videos of themselves destroying their old credit cards were offered a waiver of the Rs 499 joining fee.