Advertising Media Marketing Digital In-Depth
Vinita Bhatia
Apr 24, 2025

Can BHIM’s emotional pivot win the trust battle in digital payments?

In a bid to regain cultural relevance and user trust, BHIM 3.0 ditches cashback clichés for emotional storytelling—and aims for behavioural change, not just downloads.

This campaign's goal was to bridge the psychological gap between cash and digital, especially for first-time users in semi-urban and rural Bharat.

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