BHIM App, India’s homegrown digital payment platform developed by NPCI BHIM Services Limited (NBSL), has announced a partnership with Sony Entertainment Television to expand the reach of safe and secure digital payments across the country. For the first time, the iconic game show Kaun Banega Crorepati (KBC) will host a special one-week edition curated exclusively for BHIM App users.
The collaboration offers BHIM App users a golden opportunity to play the game with Mr. Amitabh Bachchan. The registration window for this exclusive Golden Week opens on September 1, 2025, and will run until October 10, 2025. From these entries, ten selected users will be invited to appear on the show and participate in the Fastest Finger First round. A dedicated week of five episodes will be telecast on Sony Entertainment Television, featuring these contestants.
How to Participate
Viewers can take part by downloading or updating the BHIM App and registering through the special KBC Golden Week with BHIM section within the app. To register, participants must answer a simple question, provide their basic details, and submit their entry. All valid entries will go through the standard KBC screening process.
The shortlisted ten candidates will then be invited to the KBC set, where they will compete in the Fastest Finger First round. During the Golden Week with BHIM, only these ten selected app users will feature in the episodes, with a chance to reach the Hot Seat and play alongside Amitabh Bachchan.
This initiative reflects BHIM’s purpose of building trust and inclusiveness, while creating greater familiarity with the app. It encourages users to experience the simplicity of UPI payments through an interactive and rewarding format. The more users participate, the greater their chances of being shortlisted.
This first-of-its-kind collaboration is designed not only for digital-first audiences but also to encourage participation from families, first-time digital adopters, and citizens in tier 2 and tier 3 cities. By combining entertainment with digital adoption, BHIM aims to make UPI more approachable, trusted, and accessible across the country.
Lalitha Nataraj, CEO of NBSL, said, “At BHIM, our mission is to become the most trusted payment app of India and the preferred choice for all digital payments, whether small or big. Partnering with an iconic platform like KBC allows us to take this message into homes across the country, especially in regions where awareness and comfort with digital payments are still evolving. KBC has, over the years, earned the trust of millions of families, and this association helps us build on that trust to encourage every member of the family to use BHIM Payments App for safe and secure payments. We are delighted to collaborate with Kaun Banega Crorepati and extend this golden opportunity to our app users.”
As BHIM’s official media partner, Madison Media has designed the outreach strategy for this campaign. Abhik Banerjee, COO of Madison Media, said, “We are delighted to welcome the BHIM Payments App as a partner for this landmark collaboration with Kaun Banega Crorepati. For decades, KBC has been a platform that unites the nation, inspires millions, and captures the hearts of viewers from every corner of India. That makes it the perfect stage for BHIM – Bharat Ka Apna Payments App – to connect with audiences in a truly meaningful way.
This association marks BHIM’s first-ever integration with KBC, and we wanted to go beyond brand presence. Working closely with Sony, we have created an interactive experience that invites even first-time BHIM users to participate in the iconic show and aim for the Hot Seat. With the BHIM App, users enjoy easy, safe and instant payments, while also becoming part of one of India’s most-loved television shows.
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