· Kicks-off ‘Meethi Diwali’ campaign, challenging the traditional focus on offers and sale during festive season into a purpose-led initiative
· For every 10 or more transactions made on the BHIM Payments App, a portion to be contributed towards empowering women-led businesses
BHIM Payments App, India’s very own homegrown payment platform from NPCI BHIM Services Limited (NBSL), is bringing a touch of goodness to this festive season with the second edition of its annual campaign ‘Meethi Diwali’. This year, BHIM Payments App is inviting its users to turn their day-to-day payments into a gesture of empowerment and participate in this nation wise movement. Between October 1st and 31st, for every user who completes ten or more transactions on the BHIM Payments App, a portion of the proceeds will be contributed to support women-led artisan businesses across India in collaboration with Aspire For Her, a community-driven organisation focused on increasing women's workforce participation.
Diwali is a time to share joy and prosperity, and Meethi Diwali transforms that spirit into action. By simply paying with BHIM Payments App, users become a part of a collective effort to uplift women entrepreneurs and local artisans, helping them grow their craft and create brighter futures. The campaign celebrates BHIM as Bharat ka Apna Payments App, a secure and trusted digital companion built for every Indian household. It aims to remind users that even the smallest action such as making a payment, can spark real impact and bring sweetness into someone else’s Diwali. This campaign serves multiple purposes by empowering women, supporting Indian artisans and their homegrown products, and encouraging the use of Bharat’s own payments app.
Commenting on the initiative, Lalitha Nataraj, MD and CEO, NBSL said “Diwali is a time when families celebrate and share joy, and with Meethi Diwali we aim to add purpose to that spirit each year. By choosing to pay with BHIM Payments App, users are not only enjoying a simple, secure payment experience but also helping women artisans and entrepreneurs translate their skills into sustainable livelihoods. For us, this campaign is about showing how everyday digital payments can spark real economic opportunity and keep the festive spirit rooted in empowerment and inclusion.”
Links to Campaign Film:
Hindi: https://youtu.be/82ZmW2su8TA
English: https://youtu.be/vPNUiDLawpE
Tamil: https://youtu.be/okJsD59DwZA
Madhura DasGupta Sinha, Founder & CEO, Aspire For Her, said “Aspire For Her is proud to light up the festive season with a unique opportunity – the Meethi Diwali campaign by our partner BHIM Payments App. This initiative empowers artisan EntrepreNaaris to earn, grow and shine brighter than ever before, building the women’s economy in India, from the grassroots.”
Conceptualised by the creative agency, So Cheers, Meethi Diwali comes alive through a vibrant short film that blends festive warmth with purpose. It encourages every BHIM user to embrace the season with generosity, adding a touch of goodness to their transactions and making this Diwali truly meethi.
“When we came up with the idea of #MeethiDiwali2025, we wanted to highlight BHIM’s inherent values of trust, security, and reliability and how technology can actually empower lives in a meaningful way. The idea was to turn everyday transactions to something greater and purposeful. We are proud to be a part of this campaign, bringing forward the real stories of women artisans and helping every BHIM user feel a part of something greater than convenience; where simple payments carry both meaning and a sense of shared prosperity.” said, Mehul Gupta Co-founder and CEO at SoCheers.
“At IPG Mediabrands, we are proud to partner with NPCI’s BHIM Payments App for the ‘Meethi Diwali’ campaign. This initiative not only strengthens BHIM’s role as a trusted digital payments brand but also reflects its commitment to a larger cause, empowering women artisans through Aspire Her. Together, we are creating a campaign that blends festive spirit with meaningful impact.” added, Ashwini Kamat, Sr Vice President, Mediabrands.