BHIM ropes in MS Dhoni as brand ambassador to drive trust-led growth push

The company has also been repositioning BHIM as “Bharat Ka Apna Payments App,” with a sharper focus on driving adoption across Tier 2 and Tier 3 towns

• MS Dhoni named brand ambassador for BHIM Payments App
• BHIM targets growth in Tier 2 and Tier 3 towns
• App supports 15+ regional languages for wider adoption

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In a bid to strengthen its positioning in India’s increasingly competitive digital payments market, NPCI BHIM Services Limited (NBSL) has appointed former Indian cricket captain Mahendra Singh Dhoni as the brand ambassador for the BHIM Payments App.

The move comes as the homegrown payments platform, developed by the National Payments Corporation of India (NPCI), approaches a decade of operations and looks to enter its next phase of growth centred on scale, inclusion and user trust.

NBSL said the partnership aligns with BHIM’s core values of reliability and simplicity, with Dhoni’s public persona—marked by composure and consistency—expected to reinforce the app’s trust credentials among users across demographics.

“As digital payments continue to scale in India, the next phase of growth is about strengthening preference and deepening user confidence,” said Lalitha Nataraj, MD and CEO, NBSL. “Our objective is to position BHIM not just as a payments option but as the preferred app for every member of the Indian household.”

India’s digital payments ecosystem, driven by the Unified Payments Interface (UPI), has seen explosive growth over the past few years, with multiple private players competing aggressively on features, rewards, and user experience. Against this backdrop, BHIM—once the face of India’s digital payments push—has been working to regain mindshare.

Dhoni, commenting on the association, said the app’s simplicity and accessibility were key factors in his decision. “As India continues to move towards greater digital adoption, it is important that users feel comfortable and confident while transacting,” he said.

The company has also been repositioning BHIM as “Bharat Ka Apna Payments App,” with a sharper focus on driving adoption across Tier 2 and Tier 3 towns. The app currently supports over 15 regional languages and is optimised for low-connectivity environments, targeting users in semi-urban and rural areas.

NBSL added that features such as reward-led incentives and merchant partnerships are being leveraged to increase user engagement and retention, as it looks to expand its footprint in a market dominated by private fintech players.

With trust emerging as a key differentiator in financial transactions, BHIM’s latest move signals a renewed attempt to build a stronger emotional and functional connect with users, even as competition in India’s digital payments space continues to intensify.