BHIM App developed by NPCI BHIM Services Limited (NBSL), has partnered with Sony Entertainment Television aiming to deepen the reach of safe, secure digital payments across the country through the iconic game show ‘Kaun Banega Crorepati’. Sony Entertainment Television is introducing, for the first time to a digital payment platform, a special one-week edition of the KBC Game Show, curated for BHIM Payments App users.
This collaboration is designed to enable users of BHIM Payments App across India, to get an opportunity to play the game with Amitabh Bachchan. The registration window for the ‘Golden Week’ opens from September 1, 2025 till October 10, 2025 just for BHIM Payment App Users. Ten selected users of the BHIM Payments App will receive an opportunity to appear on the show, and participate in the ‘Fastest Finger First’ round. A week of 5 Episodes game shows will be organized and telecasted on Sony Entertainment Television with these 10 contestants.
According to the brand, the initiative is aimed at building familiarity and confidence in using UPI by offering an experience that is interactive and localized. The company said that the more users engage with the BHIM app and complete the registration process, the higher their chances of being shortlisted.
The format on the show, which the brand described as the first of its kind, seeks to encourage citizens to test their knowledge while also experiencing the payment app. The campaign, as per the brand, is intended to reach beyond digital-first users, targeting families, first-time digital adopters, and audiences in Tier-2 and Tier-3 towns through a platform they are already familiar with.
Lalitha Nataraj, CEO, NBSL, added, “At BHIM, our mission is to become the most trusted payment apps of India and become their choice of app for any digital payments small or big. Partnering with an Iconic platform like KBC allows us to take this message into homes across the country especially in regions where awareness and comfort with digital payments are still evolving. KBC has, over the years, earned the trust of millions of families, and this association helps us build on that trust to encourage every member of the family to use BHIM Payments App for safe and secure payments. We are delighted to collaborate with Kaun Banega Crorepati and extend this golden opportunity to our app users.”
As BHIM’s official media partner, Madison Media has crafted the high-impact outreach strategy. Abhik Banerjee, COO, Madison Media, said: “We are delighted to welcome the BHIM Payments App as a partner for this landmark collaboration with Kaun Banega Crorepati. For decades, KBC has been a platform that unites the nation, inspires millions, and captures the hearts of viewers from every corner of India. That makes it the perfect stage for BHIM – Bharat Ka Apna Payments App to connect with audiences in a truly meaningful way. This association marks BHIM’s first-ever integration with KBC, and we wanted to go beyond just brand presence. Working closely with Sony, we have designed an interactive experience that invites viewers, even first-time BHIM users, to get a golden opportunity to participate in the iconic KBC and reach the famous Hot Seat. With BHIM payments app, the user gets easy, safe and instant payment solutions, while being part of one of India’s most-loved and talked about shows. For us, this partnership is about more than visibility via TV presence. It is about creating opportunities, encouraging participation, and offering every Indian citizen a rewarding reason to engage with BHIM Payments App.”
