BHIM, the flagship digital payments app developed by NPCI BHIM Services (NBSL), a wholly owned subsidiary of the National Payments Corporation of India (NPCI), has unveiled a new brand campaign titled ‘Paison Ki Kadar’. The campaign is aimed at positioning BHIM as ‘Bharat Ka Apna Payments App’ and celebrates India’s emotional and cultural relationship with money.

Launched to mark the rollout of BHIM 3.0, the campaign underscores the app’s commitment to simplicity, trust, and inclusivity in digital payments. With a fresh upgrade, BHIM now comes with features like support for over 15 Indian languages, functionality in low internet areas, and new money management tools such as split expenses, family mode, spends analytics, and action-needed reminders.

Conceptualised by Tilt Brand Solutions, the campaign is composed of five slice-of-life brand films, each reflecting the everyday financial experiences and values of people across India. These films aim to connect with users on an emotional level by showing how money is more than just a tool—it’s a reflection of values, priorities, and relationships.

Rahul Handa, Chief Business Officer, NBSL, said,

“In India, trust plays a big role in how people adopt new technology, especially when it comes to money. As we go deeper into Bharat, we see that digital payments aren’t just about convenience—they’re about confidence. With BHIM 3.0, we’ve focused on building an experience that feels simple, safe, and familiar.”

He further added that the new campaign reminds people that while the way we deal with money has evolved, the emotional and cultural values around it have remained constant. That’s the essence of what makes BHIM a truly homegrown payments app.

Adarsh Atal, Group Chief Creative Officer, Tilt Brand Solutions, elaborated on the storytelling approach behind the campaign:

“In India, money is more than just a medium of exchange. The way people deal with money reflects their opinions, their values, priorities, personalities and many more things. How we deal with money is a reflection of how we live our lives.”

The ‘Paison Ki Kadar’ campaign aims to take viewers on a journey through stories that showcase how financial choices are deeply rooted in Indian culture and values. The brand films explore themes such as saving, sharing, responsibility, and trust—core pillars that shape the Indian financial psyche.

From a grandfather handing over pocket money to his grandson, to a group of friends splitting a meal bill, each story illustrates how digital payments can seamlessly integrate with real-life moments—while still preserving the essence of traditional financial values.

This 360-degree campaign will be rolled out across multiple media platforms including television, print, out-of-home (OOH), cinema, radio, digital, and social media. It is designed to reach a diverse audience across urban and rural India, with the brand films being released in a staggered format on BHIM’s digital platforms.

The campaign’s rollout strategy ensures wide regional coverage, airing across leading TV channels spanning genres and languages. BHIM’s refreshed identity and broader vision are expected to resonate deeply with its users, especially in tier 2 and tier 3 cities where digital payment adoption continues to grow.

By blending cutting-edge features with storytelling that reflects India’s cultural fabric, BHIM is setting a benchmark for what a truly Indian digital payments experience looks like.

The campaign is not just about transactions—it’s about trust, accessibility, and emotional resonance. BHIM 3.0 is poised to make digital payments more intuitive and meaningful for millions of Indians.

In essence, the ‘Paison Ki Kadar’ campaign reinforces the idea that while technology evolves, values endure. And with BHIM, India has a payments app that speaks its language, shares its values, and respects its relationship with money.

BHIM isn’t just a digital tool—it’s a part of the everyday Indian life.
It is, quite fittingly, Bharat Ka Apna Payments App.

Author: Raina Vohra