BHIM launches new campaign to position itself as ‘Bharat Ka Apna Payments App’
Discover BHIM, Bharat's trusted payment app by NPCI, launching its ‘Paison Ki Kadar’ campaign. Celebrating India's evolving relationship with money, BHIM offers modern, inclusive digital payments for all.
In order to establish itself as the "Bharat Ka Apna Payments App," BHIM, India's in-house payment app created by NPCI BHIM Services Limited (NBSL), a fully owned subsidiary of the National Payments Corporation of India (NPCI), has started a new branding campaign.
The campaign titled ‘Paison Ki Kadar’, celebrates how India’s relationship with money is built on trust and familiarity, even as payment methods evolve. With this, BHIM reinforces its role as a modern and inclusive payments app, designed to serve the everyday payments needs of people across Bharat.
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Conceptualised by Tilt Brand Solutions, the campaign comprises five brand films presented in a slice-of-life format. These films highlight the core ethos of BHIM’s brand promise of Trust, Security, Customer-first approach, and being a truly Inclusive app while showcasing app’s usability. The films will be released in 9 Indian languages, to maximise reach and resonance.
The campaign marks the launch of BHIM 3.0 that offers a more intuitive and customer-friendly experience. It has key features such as support for 15+ Indian languages, functionality in low internet areas, and enhanced money management tools like Split Expenses, Family Mode, Spends Analytics, and Action Needed reminders.
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