PayNearby, a leading branchless banking and digital financial services network, has launched a new campaign for its customer-facing UPI and financial wellness app, PayNearby Saathi. Titled ‘Dil Se Desi. Life Digital.’, the campaign highlights how the platform is helping consumers across Bharat adopt digital and financial services through simple, familiar and trust-led experiences.
The campaign arrives at a time when digital adoption is accelerating beyond urban centres, with ease of use, local language support and trust emerging as key drivers of engagement. PayNearby Saathi brings together a range of services, including UPI payments, mobile recharges, bill payments, fund transfers, mutual funds, fixed deposits, digital gold investments and Aadhaar-linked subsidy status checks within a single platform.
Through four films, the campaign captures everyday moments that demonstrate the app’s role in simplifying digital transactions. The anchor film focuses on a neighbourhood retailer introducing Saathi to fellow retailers, reinforcing their position as trusted guides for customers navigating digital services. Three additional films showcase common use cases, including mobile recharges, urgent fund transfers and small but meaningful savings journeys.
Speaking on the campaign, Jayatri Dasgupta, Chief Marketing Officer, PayNearby, said, “For many customers across Bharat, digital adoption is a journey shaped by familiarity, trust and ease of use. Through PayNearby Saathi. Dil Se Desi. Life Digital., we are placing real consumer contexts at the centre of the campaign to show how digital and financial services can become more approachable in everyday life. Saathi has been designed to make access simpler, more intuitive and more language-friendly, while supporting customers as they move from assisted access to greater self-service confidence. Our larger focus is to build Saathi as a trusted digital companion for every household in Bharat.”
PayNearby Saathi is available in multiple Indian languages and includes a personal AI assistant designed to help users navigate digital services more confidently. The app also integrates Bhashini, the Government of India’s AI-powered language technology platform, enabling users to interact in their preferred language and receive instant support.
The campaign is being rolled out across YouTube and social media platforms, targeting audiences across rural, semi-urban and urban markets throughout Bharat.
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