365Telugu.com online news,Mumbai, April 16th, 2025: BHIM, India’s indigenous digital payments app developed by NPCI BHIM Services Limited (NBSL)-a wholly-owned subsidiary of the National Payments Corporation of India (NPCI)-has launched a new brand campaign titled ‘Paison Ki Kadar’, positioning itself as ‘Bharat Ka Apna Payments App’. The campaign celebrates the deep emotional and cultural connection Indians share with money, even as they embrace modern digital payment systems.
Conceptualized by Tilt Brand Solutions, the campaign comprises five slice-of-life brand films that reflect BHIM’s core values-Trust, Security, Customer-first approach, and Inclusivity. These films highlight the app’s ease of use and relevance in everyday scenarios and will be released in nine Indian languages to maximize outreach and impact.
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The campaign also marks the rollout of BHIM 3.0, the latest upgrade that brings a more intuitive and accessible experience to users. The updated app features:
- Support for 15+ Indian languages
- Functionality in low-internet areas
- Enhanced financial tools like Split Expenses, Family Mode, Spends Analytics, and Action Needed reminders
Rahul Handa, Chief Business Officer of NBSL, remarked,
“In India, trust plays a crucial role in the adoption of technology, especially in financial transactions. With BHIM 3.0, we’ve created a solution that is simple, secure, and relatable. ‘Paison Ki Kadar’ celebrates this trust and the values that remain unchanged despite evolving payment modes.”
Adarsh Atal, Group Chief Creative Officer at Tilt Brand Solutions, added,
“In India, money is more than a tool—it’s a symbol of values and priorities. Our campaign aims to elevate the idea of money beyond transactions, highlighting the stories and sentiments that surround it.”
The 360-degree campaign will span across television, print, OOH, cinema, radio, digital, and social media platforms, with the films airing on leading regional and national TV channels and rolling out sequentially across BHIM’s digital touchpoints.
Brand Film (Hindi): https://youtu.be/8_bpF9qmpE4
Brand Film (English): https://youtu.be/_oJlnBrpdko
Join the movement to value money in a modern way. Download BHIM 3.0 and experience Bharat’s own payments app
For more information, visit https://www.bhimupi.org.in/, follow on [Insta – @bhim_npci, X – NPCI_BHIM, YT – BHIMNPCI]