Brands
Bhim names MS Dhoni as brand ambassador to boost trust
Payments app taps cricket icon to drive scale, inclusion and confidence
MUMBAI: Bhim Payments App has brought in a familiar face of calm and credibility, appointing Mahendra Singh Dhoni as its brand ambassador as it gears up for its next phase of growth.
Announced by NPCI BHIM Services Limited, the move pairs one of India’s most trusted cricketers with a payments platform that has quietly powered the country’s digital transactions for nearly a decade. The idea is simple. Build scale, deepen inclusion and, above all, strengthen user confidence.
The partnership leans on a shared reputation for reliability. While Bhim has grown into a widely used digital payments interface built on NPCI’s infrastructure, Dhoni’s journey from small-town beginnings to national leadership mirrors that steady rise, making the association feel less like a marketing move and more like a natural fit.
NBSL MD and CEO Lalitha Nataraj said, “As digital payments continue to scale in India, the next phase of growth is about strengthening preferences and deepening user confidence. With onboarding MS Dhoni as our brand ambassador, our objective is to position Bhim Payments App not just as a payments option but as the preferred app for each member in the Indian household.”
She added, “As Bhim Payments App enters its next phase of growth, trust remains at the centre of everything we do. Dhoni represents that same trust, built over time. That is why this partnership feels inevitable.”
Mahendra Singh Dhoni, said, “Over the years, I have always believed in keeping things simple and staying clear in approach. What stood out to me about Bhim is its focus on making digital payments straightforward and accessible to people across the country.”
He added, “As India continues to move towards greater digital adoption, it is important that users feel comfortable and confident while transacting. I am happy to be associated with an app that is built to serve everyday needs at scale.”
Repositioned as Bharat Ka Apna Payments App, Bhim has been widening its footprint across tier 1, 2 and 3 towns. With support for more than 15 regional languages and optimisation for low connectivity environments, the platform is designed to work as smoothly in smaller towns as it does in big cities.
Add to that reward-led features and growing merchant partnerships, and the app is aiming to stay not just relevant, but indispensable.
With Dhoni now at the crease, Bhim is clearly playing the long game, one built on trust, familiarity and everyday use.
Brands
Uniqlo India signs Jasprit Bumrah as brand endorser
Cricketing star fronts new LifeWear campaign highlighting comfort and simplicity.
MUMBAI: Jasprit Bumrah just bowled a perfect yorker into fashion because when the fastest bowler in the world picks Uniqlo, even off-field style gets a pace attack. Uniqlo India has roped in Indian cricket icon Jasprit Bumrah as its brand endorser, kicking off the partnership with a fresh campaign that brings the brand’s LifeWear philosophy to life, clothing engineered for simplicity, quality and effortless comfort in daily routines.
The 30-second film shows Bumrah in relaxed, everyday moments away from the crease highlighting how the AIRism Oversized T-shirt slips seamlessly into his off-field life. The narrative quietly mirrors his journey as a fast bowler, built on consistency, instinct and the kind of fit that feels right from the first wear and only gets better with time.
Jasprit Bumrah said, “In my day-to-day life, I prefer clothing that feels comfortable and effortless, especially when I’m spending time off the field. That’s why I’m happy to be partnering with Uniqlo, the brand’s approach to everyday clothing feels like a natural extension to my personal style.”
Uniqlo India marketing director Nidhi Rastogi added, “We are proud to partner with cricket world champion Jasprit Bumrah and welcome him to the Uniqlo family. His focus on excellence, authenticity and quiet confidence reflects the essence of Uniqlo’s LifeWear philosophy.”
The campaign is now live across digital channels, social media, in-store displays and outdoor platforms, with the film and imagery rolling out alongside the announcement.
In a world where pace often means rushing, Bumrah and Uniqlo are reminding everyone that the best things in life and on the body come from calm, consistent comfort that simply shows up every day and gets the job done.
