NPCI BHIM Services Ltd (NBSL) has announced the appointment of former Indian cricket captain Mahendra Singh Dhoni as the brand ambassador for the BHIM payments App.
The move aligns with BHIM’s evolving strategy to strengthen user trust while accelerating adoption across urban and rural India.
BHIM is entering a new growth phase focused on scale, financial inclusion and long-term user confidence as it approaches a decade of enabling India’s digital payments ecosystem.
A partnership Built On Trust And Consistency
The association between BHIM and Dhoni reflects a shared ethos of reliability and simplicity. While BHIM has built its reputation on secure, seamless digital transactions powered by NPCI’s infrastructure, Dhoni is widely admired for his calm leadership, discipline, and ability to deliver under pressure.
Both journeys mirror each other, Dhoni’s rise from a small-town cricketer to a national icon, and BHIM’s evolution from a pioneering UPI interface to a widely adopted payments platform, making the partnership both symbolic and strategic.
NPCI BHIM Services MD & CEO Lalitha Nataraj, MD & CEO 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.”
Expanding Footprint In Smaller Cities
Following its repositioning, the BHIM payments App has significantly expanded its footprint across tier 1, tier 2, and tier 3 markets. The platform emphasies on multi-language accessibility with support for 15 regional languages while optimising for low-connectivity environments. It has strong focus on rural and semi-urban adoption and reward-led user engagement and merchant partnerships.
On the partnership, 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.”