Mumbai — NPCI Bharat BillPay Ltd. (NBBL), the bill payments arm of the National Payments Corporation of India, has rolled out a sharply observed campaign for its flagship platform, Bharat Connect. The line? ‘Aap Humein Jaante Nahi, Par Maante Hain’ — a nod to how millions use the system daily without ever knowing its name.
Conceptualised by DDB Mudra Group, the campaign focuses on the platform’s omnipresence in everyday digital transactions — from electricity bills and EMIs to insurance and credit card dues — while operating quietly in the background. Bharat Connect is the digital workhorse running through bank apps, fintech interfaces, websites and even assisted channels, powering both recurring and one-time payments with minimal fuss.
Featuring familiar faces such as Puneet Issar, Shreya Dhanwanthary, Sharib Hashmi, Chandan Roy and Gopal Datt, the films unfold through everyday scenarios — slice-of-life moments where the real star is seamless, secure and trustworthy digital infrastructure.
The campaign, which goes live across eleven Indian languages, will hit television, digital, print, radio and out-of-home touchpoints in a full-bodied media blitz. It’s as much about emotional connection as it is about tech prowess.
Speaking about this campaign, NBBL MD & CEO Noopur Chaturvedi said, “Bharat Connect stands as a trusted and inclusive digital infrastructure for bill payments that touches the lives of millions every single day. With this campaign, we aim to make our purpose visible and assure every Indian of ease, safety, and reliability when managing their essential payments. Through relatable instances in this campaign, we aim to reaffirm Bharat Connect’s role in enabling India’s digital future.”
“The insight driving this campaign stemmed from a simple truth: while Bharat Connect powers millions of daily bill payments, its name remains unfamiliar to most. This gap between utility and awareness became the foundation of our narrative — highlighting how a trusted service can be deeply embedded in people’s lives, yet remain invisible,” said DDB Mudra Group Group creative directors Gagandeep Bindra & Rahul Arcot.
With this move, NBBL hopes to bring Bharat Connect out of the shadows and into public consciousness — not by rebranding, but by reminding users that trust is often built silently, swipe by swipe.
