Overview

Advertisement at a Glance

NPCI promoted the BHIM App through a half-page advertisement published in The Tribune Newspaper Delhi on 03 May 2026. The advertisement features Indian cricket icon MS Dhoni and uses the tagline “Use BHIM app to pay. It’s the Mahi way.” to connect digital payments with trust, simplicity and mass appeal.

The campaign promotes a cashback offer where users receive ?20 cashback on their first payment of ?20 or more through the BHIM App. The advertisement uses a clean visual layout, smartphone interface, QR code integration and retail shopping environment to encourage adoption of UPI-based payments among everyday consumers.

Media Profile

About The Tribune Newspaper Delhi

The Tribune has strong influence among educated and financially aware readers in Delhi and North India. This makes it highly effective for banking, fintech, education, government campaigns, healthcare, automobiles and premium consumer advertising.

Case Study – Section 1

Purpose of This Advertisement

Primary Objective

The primary purpose of this advertisement was to encourage first-time users to adopt the BHIM App and increase UPI-based digital payment transactions using cashback incentives.

Secondary Objectives

• Increase awareness for BHIM App among newspaper readers
• Promote UPI digital payment ecosystem
• Encourage QR-code based merchant payments
• Drive app downloads through QR code integration
• Use MS Dhoni’s credibility to build trust
• Position BHIM as simple and secure payment solution

Case Study – Section 2

Why Was This Advertisement Published in Newspaper?

Even in the digital era, newspapers remain highly effective for mass trust-building campaigns, especially for financial products and payment platforms where credibility plays a major role.

• Reach financially active urban consumers
• Build trust for digital payment adoption
• Target families and working professionals together
• Create visibility beyond digital-only audiences
• Promote cashback campaign at large scale
• Strengthen BHIM’s national brand recall

Case Study – Section 3

Target Audience

• Urban smartphone users
• First-time digital payment users
• Retail shoppers and grocery buyers
• Young professionals and salaried employees
• Students and tech-savvy consumers
• Small business owners and merchants
• North Indian UPI payment users

Case Study – Section 4

Creative Strategy

Celebrity Association

The campaign uses MS Dhoni (“Mahi”) to create familiarity, trust and nationwide relatability. Dhoni’s calm and dependable image aligns perfectly with secure digital payments.

Retail Environment

The grocery store background makes the advertisement feel realistic and relatable to everyday users. It demonstrates practical usage rather than abstract technology promotion.

Simple Cashback Communication

The cashback message is extremely direct — “Get ?20 Cashback” — making the offer easy to understand within seconds.

Digital Integration

The QR code encourages immediate app downloads and bridges print advertising with digital conversion.

Case Study – Section 5

Product Positioning

BHIM App is positioned as a secure, government-backed and easy-to-use UPI payments application suitable for everyday transactions. The campaign focuses on simplicity and trust rather than technical complexity.

The use of “It’s the Mahi way” gives the platform a friendly and mass-market personality while reinforcing confidence.

Case Study – Section 6

Key Features Highlighted in the Advertisement

• ?20 cashback on first payment
• UPI-based digital payment system
• BHIM App mobile interface
• QR-code enabled payments
• Simple and secure payment messaging
• MS Dhoni celebrity endorsement
• Instant digital payment confirmation
• Download QR code integration

Case Study – Section 7

Media Strategy

Choice of The Tribune

The Tribune was strategically selected because its educated and financially aware readership aligns well with fintech adoption audiences and digitally active consumers.

Half Page Impact

The half-page format ensures high visibility without overwhelming readers. It balances branding and offer communication effectively.

Delhi Market Focus

Delhi is one of India’s largest digital payments markets, making it ideal for UPI awareness and user acquisition campaigns.

Case Study – Section 8

Expected Outcomes from the Advertisement

• Increase in BHIM App downloads
• Growth in first-time UPI transactions
• Higher QR-code merchant payments
• Improved brand recall for BHIM App
• Greater trust in NPCI-backed digital payments
• Increased fintech adoption in urban markets

Case Study – Section 9

Who Should Publish Ad in The Tribune Newspaper?

• Banks and fintech companies
• Educational institutions and universities
• Healthcare and hospital brands
• Government awareness campaigns
• Real estate developers
• Automobile and EV brands
• Luxury and premium retail businesses
• Corporate and B2B advertisers

Case Study – Section 10

What Response Can Advertisers Expect from The Tribune Newspaper?

The Tribune delivers strong response from educated and premium readers in Delhi and North India. Advertisers benefit from high credibility, strong regional influence and quality readership engagement.

• Strong trust among readers
• Good response for financial products
• High-quality business enquiries
• Effective reach among decision-makers
• Better response for premium advertising categories
• Strong North India market penetration

Case Study – Section 11

Learnings for Advertisers, Agencies, Designers & Business Owners