BHIM Payments App, developed by NPCI BHIM Services Limited, has launched its new ‘Mahi Way’ campaign, positioning itself as a simple, secure and reliable digital payment option. The campaign aims to strengthen user confidence in digital transactions by highlighting BHIM’s instant payment capabilities and trust-driven approach.
Featuring brand ambassador Mahendra Singh Dhoni, the 360-degree campaign revolves around the idea “BHIM App se karo pay, it’s the Mahi Way.” It draws from everyday payment scenarios where users prefer clarity and dependability amid multiple options. The campaign films showcase BHIM’s scan-and-pay feature along with instant rewards, underlining a quick and hassle-free payment experience.
Lalitha Nataraj, MD & CEO of NBSL, said trust remains central to digital payment adoption in India, adding that the campaign reflects users’ preference for simplicity and secure transactions. Conceptualised by Tilt Brand Solutions, the campaign will run across television, digital platforms, cinema and outdoor media, with multilingual rollout in 11 languages including Assamese.
