BHIM Payments App from NPCI BHIM Services (NBSL), has unveiled the second edition of its annual campaign Meethi Diwali. This year, BHIM Payments App is inviting its users to turn their day-to-day payments into a gesture of empowerment and participate in this nation wise movement.
Between October 1-31, for every user who completes ten or more transactions on the BHIM Payments App, a portion of the proceeds will be contributed to support women-led artisan businesses across India in collaboration with ‘Aspire For Her’, a community-driven organisation focused on increasing women's workforce participation.
Conceptualised by the creative agency, SoCheers, Meethi Diwali comes alive through a vibrant short film that blends festive warmth with purpose. It encourages every BHIM user to embrace the season with generosity, adding a touch of goodness to their transactions and making this Diwali truly meethi.
Commenting on the initiative, Lalitha Nataraj, MD and CEO, NBSL said “Diwali is a time when families celebrate and share joy, and with Meethi Diwali we aim to add purpose to that spirit each year. By choosing to pay with BHIM Payments App, users are not only enjoying a simple, secure payment experience but also helping women artisans and entrepreneurs translate their skills into sustainable livelihoods. For us, this campaign is about showing how everyday digital payments can spark real economic opportunity and keep the festive spirit rooted in empowerment and inclusion.”
Madhura DasGupta Sinha, Founder and CEO, Aspire For Her, said, “Aspire For Her is proud to light up the festive season with a unique opportunity - the Meethi Diwali campaign by our partner BHIM Payments App. This initiative empowers artisan EntrepreNaaris to earn, grow and shine brighter than ever before, building the women’s economy in India, from the grassroots.”
“When we came up with the idea of #MeethiDiwali2025, we wanted to highlight BHIM’s inherent values of trust, security, and reliability and how technology can actually empower lives in a meaningful way. The idea was to turn everyday transactions to something greater and purposeful. We are proud to be a part of this campaign, bringing forward the real stories of women artisans and helping every BHIM user feel a part of something greater than convenience; where simple payments carry both meaning and a sense of shared prosperity,” said Mehul Gupta Co-founder and CEO at SoCheers.
“At IPG Mediabrands, we are proud to partner with NPCI’s BHIM Payments App for the ‘Meethi Diwali’ campaign. This initiative not only strengthens BHIM’s role as a trusted digital payments brand but also reflects its commitment to a larger cause, empowering women artisans through Aspire Her. Together, we are creating a campaign that blends festive spirit with meaningful impact,” added Ashwini Kamat, Senior Vice President, Mediabrands.
