Unlocking Trust: NBBL’s Nationwide Campaign for Bharat Connect Revolutionizes Digital Bill Payments

Mumbai: NPCI Bharat BillPay Ltd. (NBBL), part of the National Payments Corporation of India (NPCI), has launched an exciting campaign to promote Bharat Connect, its digital bill payment platform. The campaign slogan is “Aap Humein Jaante Nahi, Par Maante Hain” (You May Not Know Us, But You Trust Us), which emphasizes how this platform quietly fits into everyday life and helps make payments secure and easy.

Bharat Connect supports various payments, from utility bills to insurance premiums, and is used across fintech apps, banking sites, and more. This makes it simple for users to pay bills without any hassle.

The campaign showcases relatable stories that illustrate how Bharat Connect works seamlessly in daily tasks. It features well-known actors like Puneet Issar and Shreya Dhanwanthary and will be aired on TV, digital platforms, print, and radio, reaching a wide audience.

Noopur Chaturvedi, MD & CEO of NBBL, shared, “Bharat Connect is a trusted service that helps millions every day. Our goal is to make our role clear and assure everyone that managing payments is easy and safe.”

The creative team from DDB Mudra Group pointed out that many people use Bharat Connect without knowing its name. This inspired the campaign’s narrative, showing how a valuable service can be a part of life yet remain unnoticed.

This comprehensive campaign highlights Bharat Connect’s dedication to enhancing India’s digital payment landscape and fostering awareness and trust in all communities, both urban and rural.

To add some context, cashless payments in India have shown impressive growth. According to the Reserve Bank of India, digital transactions increased by over 90% in the past two years. This shift indicates a growing reliance on platforms like Bharat Connect, which can help simplify everyday tasks for millions.

The efforts to promote awareness around such services are vital, especially as financial literacy improves. Engaging narratives in advertising can resonate deeply with users, making technology feel more approachable and integral to their lives.

With these efforts, Bharat Connect aims to be a silent partner in the daily financial lives of Indians, reinforcing its importance without being in the spotlight.



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