India’s government-backed digital payments platform, BHIM Payments App, has appointed the former Indian cricket team captain, Mahendra Singh Dhoni as its brand ambassador, as it looks to strengthen its consumer positioning within the country’s rapidly expanding Unified Payments Interface (UPI) ecosystem.
The partnership, announced by NPCI BHIM Services Limited, brings together two brands built on trust, reliability and consistency, signalling a clear shift in BHIM’s strategy towards stronger brand-building in an increasingly competitive market.
While BHIM underpins India’s UPI infrastructure, consumer preference has largely been captured by private platforms with significant marketing investments. The appointment of Dhoni reflects an effort to bridge that gap by reinforcing trust and familiarity at scale.
Speaking on the development, Lalitha Nataraj, MD & CEO, NBSL, said, “As digital payments continue to scale in India, the next phase of growth is about strengthening preferences and deepening user confidence. With onboarding MS Dhoni as our brand ambassador, our objective is to position the BHIM Payments App not just as a payments option but as the preferred app for each member in the Indian household. As BHIM Payments App enters its next phase of growth, trust remains at the centre of everything we do. Dhoni represents that same trust, built over time. That is why this partnership feels inevitable.”
Mahendra Singh Dhoni added, “Over the years, I have always believed in keeping things simple and staying clear in approach. What stood out to me about BHIM is its focus on making digital payments straightforward and accessible to people across the country. As India continues to move towards greater digital adoption, it is important that users feel comfortable and confident while transacting. I am happy to be associated with an app that is built to serve everyday needs at scale.”
The move also supports BHIM’s expansion into Tier 2 and Tier 3 markets, where the next wave of UPI adoption is expected. With multi-language support and functionality in low-connectivity environments, the platform is positioning itself as an inclusive solution for a broader user base.
Off the field, Dhoni remains one of India’s most bankable commercial figures, with a diverse endorsement portfolio spanning sectors such as automotive, consumer goods, fintech and healthcare, including brands like House of Biryani, Swaraj Tractors, Panasonic, SuperHealth, Arth by Emcure, Asian Footwears, ACKO, Gulf Oil, Mastercard, Zed Black Agarbatti, and Dettol. His sustained credibility and cross-demographic appeal continue to make him a preferred partner for brands targeting mass-market reach.
The partnership follows BHIM’s repositioning as “Bharat Ka Apna Payments App,” underscoring its ambition to evolve from a functional interface into a recognisable consumer brand.
From a commercial perspective, the deal highlights the growing role of athlete endorsements in fintech and public digital infrastructure, where trust and perception are becoming as critical as technology.
BHIM will roll out integrated campaigns featuring Dhoni across digital and broadcast platforms as it seeks to drive engagement and long-term user preference.
