BHIM Payments App has launched its ‘Mahi Way’ campaign to highlight a simple and secure way to make digital payments. Developed by NPCI BHIM Services Limited, the campaign has positioned the platform as a reliable option for instant transactions while reinforcing trust in digital payments among users.
The campaign has featured Mahendra Singh Dhoni as its brand ambassador, aligning his persona with the app’s positioning of dependability and clarity. Built around the idea ‘BHIM App se karo pay, it’s the Mahi Way’, it has depicted everyday payment situations where users choose a straightforward and reliable transaction method. The films have showcased BHIM’s scan and pay feature along with instant rewards.
Conceptualised by Tilt Brand Solutions, the campaign has been rolled out across television, digital platforms, cinema, and outdoor media. The flagship film has been released in a 25-second format, supported by shorter edits for digital and social platforms. It has been made available in 11 languages, including Hindi, English, and regional languages.
“In India, trust continues to play a defining role in how people adopt and use digital payments. As adoption deepens, users are looking for simplicity and trust, along with the assurance that every transaction is safe and secure. Our new campaign, Mahi Way’ reflects this behaviour where payments happen without confusion or delay, on a platform that users can rely on. With BHIM Payments App, we remain focused on offering a reliable and inclusive payments experience for users across the country.” — Lalitha Nataraj, MD & CEO, NPCI BHIM Services Limited (NBSL)
“With Mahi Way, MS Dhoni is shown in a more everyday context, not just as a cricketing icon, but as someone who reflects calm and clarity in simple decisions. The campaign brings this into real payment situations, making them feel intuitive and effortless. In doing so, it positions BHIM as a reliable and secure choice that fits naturally into daily life.” — Kushager Tuli, President and Head of Creative, Tilt Brand Solutions
