NPCI BHIM Services (NBSL) has announced the appointment of Mahendra Singh Dhoni as the brand ambassador for the BHIM Payments App. The move has marked a strategic step in the platform’s next phase of growth, with a focus on scale, inclusion, and long-term user confidence.
The association has come as the platform approaches a decade in India’s digital payments ecosystem and continues to expand its reach. As per media reports, the partnership has aimed to strengthen user trust and preference as digital payments adoption grows across the country.
The BHIM Payments App has been built on NPCI’s infrastructure and has been positioned as a secure digital payments platform. The company has highlighted an alignment between the app’s focus on reliability and Dhoni’s public image of consistency and composure.
Following its repositioning as ‘Bharat Ka Apna Payments App’, the platform has expanded its presence across Tier 1, Tier 2 and Tier 3 markets. It has supported over 15 regional languages and has been optimised for low-connectivity environments to improve accessibility in rural and semi-urban regions. The app has also introduced reward-led adoption strategies and merchant partnerships to drive user engagement.
Speaking on the development, Lalitha Nataraj, MD and CEO, NBSL said, “As digital payments continue to scale in India, the next phase of growth is about strengthening preferences and deepening user confidence. With onboarding MS Dhoni as our brand ambassador, our objective is to position BHIM Payments App not just as a payments option but as the preferred app for each member in the Indian household. As BHIM Payments App enters its next phase of growth, trust remains at the centre of everything we do. Dhoni represents that same trust, built over time. That is why this partnership feels inevitable.”
Mahendra Singh Dhoni said, “Over the years, I have always believed in keeping things simple and staying clear in approach. What stood out to me about BHIM is its focus on making digital payments straightforward and accessible to people across the country. As India continues to move towards greater digital adoption, it is important that users feel comfortable and confident while transacting. I am happy to be associated with an app that is built to serve everyday needs at scale.”
