BHIM Payments App, developed by NPCI BHIM Services Limited, has launched its ‘Mahi Way’ campaign as part of a broader strategy to strengthen its positioning in India’s rapidly expanding digital payments market. The campaign underscores BHIM’s focus on simplicity, security and instant transactions, targeting both existing users and first-time adopters.
Fronted by brand ambassador Mahendra Singh Dhoni, the campaign leverages his calm and dependable persona to build trust among consumers. Built around the messaging “BHIM App se karo pay, it’s the Mahi Way,” it highlights everyday payment scenarios where users prioritise clarity and reliability. The campaign also showcases BHIM’s scan-and-pay feature and instant rewards, reinforcing convenience and speed as key value propositions.
According to Lalitha Nataraj, MD & CEO, NBSL, trust continues to be a defining factor in digital payment adoption, with users increasingly seeking secure and seamless platforms. Conceptualised by Tilt Brand Solutions, the campaign will be deployed across television, digital, cinema and outdoor media. The flagship 25-second film will be supported by shorter 10- and 15-second edits, with multilingual rollout in 11 languages including Hindi, English and regional languages such as Assamese.
In Gangtok, the campaign aligns with the steady rise in digital transactions driven by tourism and growing smartphone usage in Sikkim. Small merchants and service providers are increasingly adopting QR-based payments, and BHIM’s emphasis on trust and ease of use could further accelerate adoption, particularly among local businesses catering to both residents and tourists.