Lalitha Nataraj, MD and CEO, NPCI BHIM Services Limited, and Kushager Tuli, President and Head of Creative, Tilt Brand Solutions, highlight trust, simplicity, and everyday usability in digital payments
Panaji, April 1, 2026: BHIM Payments App has launched its ‘Mahi Way’ campaign, positioning itself as a simple and dependable option for digital transactions in an increasingly crowded payments landscape.
Developed by NPCI BHIM Services Limited, the campaign focuses on ease of use and trust, drawing from everyday situations where users navigate multiple payment options and prefer a straightforward method to complete transactions.
The campaign features Mahendra Singh Dhoni, whose composed and reliable persona reflects the experience the platform aims to deliver. Built around the thought “BHIM App se karo pay, it’s the Mahi Way,” the films highlight real life scenarios where quick and clear payment decisions matter.
Lalitha Nataraj, MD and CEO, NPCI BHIM Services Limited, said, “In India, trust plays a defining role in how people adopt digital payments. As usage expands, users increasingly look for simplicity along with the assurance of safe transactions. This campaign reflects that behaviour, where payments happen without confusion or delay on a platform that users can rely on.”
The campaign also showcases BHIM’s scan and pay functionality along with instant rewards, reinforcing the idea of quick and seamless transactions.
Conceptualised by Tilt Brand Solutions, the campaign will be rolled out across television, digital platforms, cinema, and outdoor media. The flagship film is presented in a 25 second format, supported by shorter edits for wider reach across platforms.
Kushager Tuli, President and Head of Creative, Tilt Brand Solutions, said the campaign presents Dhoni in relatable situations, focusing on clarity in everyday decisions and positioning BHIM as a natural choice for digital payments.
The campaign will be available in 11 languages, including Hindi, English, and several regional languages, supporting wider accessibility and adoption across the country.
Through this initiative, BHIM Payments App continues to focus on building confidence in digital payments while offering a user experience centred on simplicity, security, and ease of use.
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