Forever News
Panaji: The BHIM Payments App, developed by NPCI BHIM Services Limited, has launched its new nationwide campaign titled ‘Mahi Way’, reinforcing its positioning as a simple, secure, and dependable digital payments platform.
BHIM Payments App launches ‘Mahi Way’ campaign.
The campaign highlights the growing importance of trust in India’s digital payment ecosystem and aims to encourage both existing and new users to adopt seamless and safe transactions through the BHIM app. Built around the tagline ‘BHIM App se karo pay, it’s the Mahi Way’, the initiative showcases how users can make instant, hassle-free payments with confidence.
Featuring legendary cricketer and brand ambassador Mahendra Singh Dhoni, the campaign leverages his calm and reliable persona to mirror the app’s user experience. Through relatable, everyday scenarios, it portrays BHIM as a clear and trustworthy choice amid multiple payment options, emphasizing features such as scan-and-pay and instant rewards.
Speaking on the launch, Lalitha Nataraj, MD & CEO of NPCI BHIM Services Limited, said that trust continues to play a crucial role in digital payment adoption in India. She noted that as usage deepens, users increasingly seek simplicity, reliability, and assurance of secure transactions—qualities that the ‘Mahi Way’ campaign aims to reinforce.
Conceptualised by Tilt Brand Solutions, the 360-degree campaign will be rolled out across television, digital platforms, cinema, and outdoor media. The flagship film will debut in a 25-second format, accompanied by shorter 10- and 15-second versions for wider reach across digital and social channels.
In line with its 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, ensuring broader accessibility and engagement across the country.
