New Delhi: BHIM App, India’s homegrown payment app developed by NPCI BHIM Services Limited (NBSL), has partnered with Sony Entertainment Television to deepen the reach of safe and secure digital payments across the country through the most iconic game show, Kaun Banega Crorepati (KBC). For the first time, Sony Entertainment Television is introducing a special one-week edition of KBC curated exclusively for BHIM Payments App users.
This collaboration offers BHIM App users across India a Golden Opportunity to register and play the game with Amitabh Bachchan. The registration window for the ‘Golden Week’ opens from September 1, 2025, to October 10, 2025, exclusively on the BHIM Payments App. From the entries, 10 selected users will receive an exclusive chance to appear on the show and participate in the Fastest Finger First round. A dedicated week of five special episodes will then be telecast on Sony Entertainment Television featuring these contestants.
How to Participate:
Viewers can download or update the BHIM Payments App and register through the dedicated ‘KBC Golden Week with BHIM’ section within the app. To complete registration, participants must answer a simple question, fill in basic details, and submit. All successful entries will undergo KBC’s standard screening process. The 10 shortlisted candidates will then be invited to the KBC set to play Fastest Finger First, with the chance to reach the Hot Seat and play alongside Amitabh Bachchan.
This collaboration reflects BHIM’s brand values of trust and inclusiveness, designed to build confidence in UPI adoption through an interactive, rewarding, and localised experience. By integrating with a household name like KBC, the initiative aims to reach not only digital-first users but also first-time adopters and families across Tier 2 and Tier 3 cities.
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 designed 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 to 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.”
