NPCI makes the 'Bharat Connect' in latest TVC
NPCI Bharat BillPay Ltd
. (NBBL), a wholly owned subsidiary of the
National Payments Corporation of India
(NPCI), has launched a new campaign. The initiative aims to build trust and increase public awareness of its
bill payments
platform,
Bharat Connect
.
Conceptualised by
DDB Mudra Group
, the campaign, titled "Aap Humein Jaante Nahi, Par Maante Hain" (You May Not Know Us, But You Trust Us), highlights Bharat Connect's seamless integration into daily life. It seeks to empower consumers with effortless, secure, and accessible options for bill payments and financial transactions. Bharat Connect acts as a unified platform, facilitating both recurring and one-off bill payments.
The platform is described as a robust, interoperable system, adept at managing various payments from utility bills and credit card statements to insurance premiums and loan EMIs. Its extensive infrastructure is woven into partner platforms, including fintech applications, bank apps, websites, and assisted channels, creating a widespread ecosystem for secure and accessible payments across numerous categories.
The nationwide campaign unfolds through relatable 'slice of life' scenarios and will be released in eleven languages to resonate personally with consumers. It features actors such as Puneet Issar, Shreya Dhanwanthary, Sharib Hashmi, Chandan Roy, and Gopal Datt. The campaign authentically illustrates the trust millions place in Bharat Connect daily, even though the platform often operates behind the scenes. This comprehensive 360-degree campaign will be rolled out across television, digital platforms, print, radio, and out-of-home media.
Noopur Chaturvedi, managing director and chief executive officer at NBBL, stated, "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."
Gagandeep Bindra and 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."
Through this integrated campaign, Bharat Connect reinforces its commitment to reliability, ease of use, and inclusion across India's digital payments landscape. By establishing essential awareness for the bill payment platform, Bharat Connect aims to empower households and individuals who rely on it for their daily bill payments and financial transactions.
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