NBSL Appoints Mahendra Singh Dhoni as Brand Ambassador for BHIM Payments App
In March 2026, NPCI BHIM (Bharat Interface for Money) Services Limited (NBSL), a subsidiary of the National Payments Corporation of India (NPCI), appointed Indian cricketer Mahendra Singh (M.S.) Dhoni as the brand ambassador for the BHIM Payments Application (App).
About Digital Payments Partnership:
Objective: The partnership aims to enhance trust, inclusion, and scale in India’s digital payments ecosystem, supporting BHIM app’s next growth phase by building user preference and confidence.
Key Role: As the face of the campaign, MS Dhoni will feature in multi-channel promotional initiatives, highlighting BHIM’s ease of use, security features, and accessibility.
Platform: Launched in 2016 on NPCI’s UPI platform, the BHIM app is positioned as “Bharat Ka Apna Payments App,” with wide reach across Tier 1–3 cities, support for 15+ regional languages, optimisation for low-connectivity areas, and engagement driven through rewards and merchant partnerships.