“B dikhe toh bindass bill pay”, Bharat BillPay assures consumers

Watch the campaign conceptualised by Lowe Lintas Mumbai here

Apr 01, 2021 11:18:00 AM | Video | Campaign India Team

Digital payment ecosystem, Bharat BillPay, has recently launched a campaign to build brand awareness. With this, it looks to promote its wider coverage of payments that includes recurring payments through online and offline channels, over and above the existing utility payments. The campaign has a two-pronged objective: to rehash consumers’ routine of using one method of payment, and secondly, to reinforce the element of convenience and safety symbolised by the brand’s ‘B’ mnemonic.  

The maiden campaign, conceptualised by Lowe Lintas Mumbai, is film-led. The TVC opens with the protagonist visibly stressed about the hassles of monthly bill payments. A reassuring voice bursts into a song asking the protagonist to not worry about the hassles of paying bills anymore. What follows is a series of reasons for using Bharat BillPay.  

AR Ramesh, chief of Bharat Bill Payment System, NPCI said, "This campaign is focused on creating consumer awareness to look for brand “B” of Bharat BillPay and make recurring payments safe and convenient instead of going around to multiple biller touchpoints. It is our strong conviction that once the consumer experiences the power of making various types of recurring payments conveniently at one place, it will permanently shift the behaviour of making payments through Bharat BillPay-enabled partners. We are happy that our creative agency Lowe Lintas has created brand communication that clearly showcases the USP and conveys the message to consumers.” 

Added Amar Singh, regional creative officer, Lowe Lintas, "There is such a surfeit of bill payment options now, that for some people it can get a bit intimidating and overwhelming. A paradox of choice. In such a scenario, people tend to follow the old-fashioned means of payment even if it takes up a lot of their time and causes them a fair degree of tension. This film, conceived by Rajat Dawar, Vishal Bagade and S. Ravikrishna, tells people that instead of letting this tension get the better of them, all they need to do is look out for a simple sign of authority and assurance in the payment option nearest to them. A simple ‘B’ seen on a website, or on a payment app or at a store, that lets them know that they can pay all their bills here without any sort of worry or inconvenience.” 



Client: AR Ramesh, Harish Nambiar, Subhendu Jha, Prashanth Balasubramaniyan, Sriram Subramanian 

Creative team: Amar Singh, Rajat Dawar, Vishal Bagade, S. Ravikrishna, Pradnya Raut, Siddhesh Kadam, Kushal Garde, Subodh Jadhav, Khushnaaz Jamshedji 

Account management: Shantanu Sapre, Jay Ladhani, Reema Bahadkar, Nitasha Chandnani, Durvesh Mhapuskar, Priyam Katakia 

Planning: Ajaykumar Mishra 

Production House: Conversation Films

Director: Jayant Sarin

Producer: Nayan Sarmah