MAM
BHIM rolls out Mahi Way campaign to boost trust in digital payments
MS Dhoni-led push highlights simplicity, safety and instant transactions
MUMBAI: BHIM Payments App has launched a new nationwide campaign titled Mahi Way, aiming to reinforce its positioning as a simple, secure and dependable digital payments platform.
Developed by NPCI BHIM Services Limited, the campaign taps into India’s trust-driven relationship with money, highlighting ease of use and safety as key drivers for digital adoption. At its centre is brand ambassador Mahendra Singh Dhoni, whose calm and no-nonsense persona mirrors the app’s promise of fuss-free transactions.
Built around the line ‘BHIM App se karo pay, it’s the Mahi Way’, the campaign captures everyday payment dilemmas where users are faced with multiple options but ultimately gravitate towards a reliable choice. The films spotlight BHIM’s scan-and-pay feature, alongside instant rewards, to underline speed and convenience in daily transactions.
NPCI BHIM Services Limited managing director & CEO Lalitha Nataraj said, “In India, trust continues to play a defining role in how people adopt and use digital payments. As adoption deepens, users are looking for simplicity and trust, along with the assurance that every transaction is safe and secure. Our new campaign, ‘Mahi Way’ reflects this behaviour where payments happen without confusion or delay, on a platform that users can rely on.”
Conceptualised by Tilt Brand Solutions, the 360-degree campaign will roll out across television, digital platforms, cinemas and outdoor media. The flagship film will run in a 25-second format, supported by shorter edits for digital and social platforms to ensure high-frequency visibility.
Adding a layer of inclusivity, the campaign will be available in 11 languages, spanning Hindi, English and several regional languages including Marathi, Tamil, Telugu, Kannada, Malayalam, Bengali, Gujarati, Odia and Assamese.
Tilt Brand Solutions president and head of creative Kushager Tuli said, “With Mahi Way, MS Dhoni is shown in a more everyday context, not just as a cricketing icon, but as someone who reflects calm and clarity in simple decisions. The campaign brings this into real payment situations, making them feel intuitive and effortless.”
With a familiar face and a clear message, BHIM’s latest push aims to make digital payments feel less like a choice and more like second nature for users across the country.
Digital
OpenAI names Sanghyun Lee Apac global affairs head
Ex-Google policy leader to steer AI governance and partnerships in region
MUMBAI: OpenAI has appointed Sanghyun Lee as head of Asia Pacific global affairs, bringing in a seasoned policy hand as it deepens engagement across one of the fastest-evolving AI markets.
Based in Singapore, Lee will lead public policy engagement, government relations and strategic partnerships across key Asia Pacific markets, including India, Japan, Korea, Australia and Southeast Asia. His role will centre on shaping how AI is governed and adopted responsibly across the region.
Lee joins OpenAI after nearly nine years at Google, where he held multiple leadership roles in government affairs and public policy. Most recently, he served as global head of key markets for platforms and devices, overseeing regulatory strategy across major markets including the US, EU and Asia.
Reflecting on his transition, Lee described his time at Google as formative. “After nearly nine years at Google, I am closing a chapter that has meant a great deal to me. These were defining years. We navigated regulatory scrutiny, fast-moving policy debates, and moments that demanded calm judgment and steady teamwork,” he said.
At OpenAI, Lee will focus on aligning innovation with policy frameworks, a balancing act that is becoming increasingly critical as AI adoption accelerates worldwide. Lee said, “When a technology is as powerful as AI, progress is not only about innovation. It is also about how thoughtfully we engage with governments, institutions, and communities to help ensure its benefits are shared broadly and responsibly.”
Lee brings more than two decades of experience spanning technology, investments and public policy. His career includes leadership roles at Airbnb, where he worked on regulatory frameworks in Asia, and academic positions at Yonsei University. He is also an alumnus of MIT Sloan School of Management and has contributed to research on AI governance and digital policy.
His appointment comes as OpenAI looks to strengthen its institutional presence globally, with Asia Pacific expected to play a central role in shaping the future of AI regulation and adoption.
As governments and companies race to define the rules of AI, OpenAI’s latest hire signals a clear intent to stay ahead of the policy curve while building trust in a rapidly transforming digital landscape.
