MAM
Dentsu Aegis appointed as digital agency for Hachette book
MUMBAI: Hachette book publishing India has appointed a digital agency, Isobar, from the Dentsu Aegis Network.
“As a part of our larger commitment to exploring newer ways of reaching our readers we’ve brought Isobar on-board to help us with our social media presence. Isobar’s pitch captured the heart of why books endure and how people connect with books. Their clear understanding of what we need and the enthusiasm of the team assures us that our brand and our books are in good hands,” asserted Hachette India managing director Thomas Abraham.
Isobar India managing director Shamsuddin Jasani added, “We are very happy to be associated with Hachette India, as we are always looking at experiences across different sectors and different types of clients. This win adds a very important category of books and publications to our ever expanding repertoire.”
“We recently instituted a focused business development unit to go after interesting brands. This win is just the beginning of many more to come. Happy to be working with Hachette India, it’s an interesting category and the team is excited to create innovative and creative work for them,” added Isobar India Vice President Gopa Kumar
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.
