Panaji, April ,1: BHIM Payments App, the homegrown digital payments platform developed by NPCI BHIM Services Limited (NBSL), today announced the launch of its ‘Mahi Way’ campaign. The campaign positions BHIM as a clear and dependable choice, enabling users to complete payments instantly. Reflecting India’s trust-led relationship with money, it emphasises on the convenient and safe payments offered by BHIM Payments app, building confidence in digital payments among people, including the new users.
The 360-degree campaign features legendary cricketer and brand ambassador Mahendra Singh Dhoni, whose calm and dependable persona aligns with the experience BHIM Payments App offers to its users. Built around the thought ‘BHIM App se karo pay, it’s the Mahi Way’, the campaign draws from everyday situations where users are faced with multiple payment choices and prefer a simple, reliable way to transact. The films also showcase BHIM’s scan and pay experience along with instant rewards, highlighting how digital payments can be made quick and worry free.
Speaking on the campaign, Lalitha Nataraj, MD & CEO, NPCI BHIM Services Limited (NBSL), said,
“In India, trust continues to play a defining role in how people adopt and use digital payments. As adoption deepens, users are looking for simplicity and trust, along with the assurance that every transaction is safe and secure. Our new campaign, Mahi Way’ reflects this behaviour where payments happen without confusion or delay, on a platform that users can rely on. With BHIM Payments App, we remain focused on offering a reliable and inclusive payments experience for users across the country.”
Conceptualised by Tilt Brand Solutions, the campaign will be rolled out across television, digital platforms, cinema, and outdoor media. everyday use. The flagship campaign film will be launched in a 25-second format, supported by shorter 10- and 15-second edits for high-frequency visibility across digital and social platforms. In line with BHIM’s inclusive approach, the campaign will be available in 11 languages, including Hindi, English, and regional languages such as Marathi, Tamil, Telugu, Kannada, Malayalam, Bengali, Gujarati, Odia, and Assamese.
Kushager Tuli, President and Head of Creative, Tilt Brand Solutions added,
“With Mahi Way, MS Dhoni is shown in a more everyday context, not just as a cricketing icon, but as someone who reflects calm and clarity in simple decisions. The campaign brings this into real payment situations, making them feel intuitive and effortless. In doing so, it positions BHIM as a reliable and secure choice that fits naturally into daily life.”
