NPCI BHIM Services (NBSL) signs MS Dhoni to lead ‘Bharat Ka Apna Payments App’ campaign. Learn how this partnership aims to boost UPI adoption in rural India.
Agartala Mar 19: NPCI BHIM Services Limited (NBSL), a subsidiary of the National Payments Corporation of India, has officially signed cricket icon MS Dhoni as the face of its digital payments platform.
The partnership, themed “Bharat Ka Apna Payments App,” marks a pivotal shift for BHIM as it celebrates a decade of operations. The collaboration aims to bridge the digital divide by targeting users in rural and semi-urban India through Dhoni’s universal appeal and reputation for reliability.
Scaling Trust in India’s UPI Ecosystem
While private fintech players have historically dominated the marketing landscape, BHIM is doubling down on its “foundational trust.” Lalitha Nataraj, MD & CEO of NBSL, stated that the move is designed to make BHIM the preferred choice for every Indian household.
“As digital payments enter the next growth cycle, success depends on deepening user confidence,” said Nataraj. “Dhoni represents the consistency and composure we’ve built into our infrastructure. This partnership is about scaling that trust to the next 100 million users.”
Simplicity and Accessibility
Expressing his enthusiasm for the role, Mahendra Singh Dhoni noted that the app’s user-centric philosophy aligned with his personal values.
“I have always believed in keeping things simple. What impressed me about BHIM is its dedication to making digital transactions accessible to everyone. As the nation embraces digital tools, it is vital that users feel confident and secure. I am proud to support a platform designed for everyday needs at scale,” MS Dhoni said.
Key Features for Rural Adoption
To support this new phase of growth, BHIM has introduced several infrastructure-level updates:
Multilingual Support: The app now operates in 15+ regional languages.
Low-Connectivity Mode: Optimized for Edge/2G environments, ensuring transactions don’t fail in remote areas.
Tier 2 & 3 Expansion: Strategic focus on accessibility and merchant partnerships in small towns.
Incentive Programs: Reward-based adoption strategies and expanded merchant networks to ensure long-term user retention.
About NPCI BHIM Services Limited (NBSL)
Established in 2024 as a subsidiary of the National Payments Corporation of India (NPCI), NBSL is dedicated to accelerating the adoption of the BHIM platform. The organization remains committed to fostering financial inclusion and supporting India’s transition toward a fully digital economy through secure and seamless technology.