Mumbai: NPCI Bharat BillPay Ltd. (NBBL), a wholly owned subsidiary of the National Payments Corporation of India (NPCI), has unveiled a compelling new campaign to increase awareness and build trust in Bharat Connect, its powerful digital bill payment platform. Conceptualised by DDB Mudra Group, the campaign carries the tagline “Aap Humein Jaante Nahi, Par Maante Hain” (You May Not Know Us, But You Trust Us), highlighting the platform’s seamless integration into daily life and its vital role in enabling secure, efficient, and accessible payments.
Bharat Connect serves as a robust, interoperable platform supporting both recurring and one-time payments, including utility bills, credit card dues, EMIs, insurance premiums, and more. It is integrated across fintech apps, banking platforms, websites, and assisted payment channels, making digital bill payments frictionless and widely accessible.
The nationwide campaign, available in eleven Indian languages, brings relatable “slice-of-life” narratives to the forefront, capturing how everyday payments are effortlessly powered by Bharat Connect—often without the user even realising it. Featuring well-known actors such as Puneet Issar, Shreya Dhanwanthary, Sharib Hashmi, Chandan Roy, and Gopal Datt, the campaign will be rolled out across TV, digital, radio, print, and OOH media, maximizing reach and impact.
Speaking on the campaign, Noopur Chaturvedi, MD & CEO, NBBL, said, “Bharat Connect stands as a trusted and inclusive digital infrastructure for bill payments that touches the lives of millions every single day. With this campaign, we aim to make our purpose visible and assure every Indian of ease, safety, and reliability when managing their essential payments. Through relatable instances in this campaign, we aim to reaffirm Bharat Connect’s role in enabling India’s digital future.”
Sharing the creative vision behind the campaign, Gagandeep Bindra & Rahul Arcot, Group Creative Directors at DDB Mudra Group, added, “The insight driving this campaign stemmed from a simple truth: while Bharat Connect powers millions of daily bill payments, its name remains unfamiliar to most. This gap between utility and awareness became the foundation of our narrative — highlighting how a trusted service can be deeply embedded in people’s lives, yet remain invisible.”
With this 360-degree campaign, Bharat Connect reinforces its commitment to being the silent enabler of India’s digital payment ecosystem, driving awareness, inclusion, and trust across urban and rural India alike.
