As part of its ongoing #PaisonKiKadar campaign, BHIM—India’s own digital payments app—made a powerful comeback with a people-first print innovation.
Ditching the typical launch event, BHIM used a creative newspaper ad featuring a French Window-style layout with a red ribbon, inviting readers to “cut the ribbon” and unveil the new app like VIPs at an inauguration.
Inside, readers found a QR code to download the updated app, a Hindi verse honoring the value of money, and a message positioning BHIM as “Bharat ka apna payments app.”
The relaunch highlighted new features like Family Mode, Spend Analytics, multi-language support, and a simpler interface—tailored for users of all ages and regions.
More than just an update, the campaign reinforces BHIM’s commitment to trust, inclusivity, and user-first design—serving everyone from Gen Z to senior citizens, across urban and rural India.