BHIM Relaunches with People‑First Mass Print Activation to Drive Engagement
BHIM relaunches with a front‑page French‑window print campaign, inviting users to ‘cut the ribbon,’ scan QR codes for app updates, and embrace secure, people‑centric payments.
Prakhar
In an era crowded with digital launches, India’s BHIM payments app chose an analogue surprise: a front‑page, fold‑out “French window” in leading newspapers, complete with a simulated ribbon to “cut” and unveil its revamped interface. This playful, people‑first print activation transforms static broadsheets into interactive invitations, reminding readers that behind every transaction is a community of users, merchants, and innovators.
An Invitation to Explore
Instead of traditional headlines, the paper’s front page featured two crisp panels held closed by a bold red ribbon graphic. A prompt read: “Cut here to meet the new BHIM.” As readers folded open the panels, they discovered a clean presentation of BHIM’s upgraded features, family wallets, spend analytics, regional language support, and a smoother onboarding flow.
Bridging Physical and Digital
Embedded QR codes on the print flap linked directly to BHIM’s app stores and an animated demo video, guiding first‑time users through registration in under ninety seconds. This seamless bridge ensured kinesthetic engagement, fold, scan, and install, illustrating how print can spark digital journeys.
Centring the User Experience
At the heart of the relaunch was a commitment to user empowerment. Messaging emphasised “your money, your way”—from instant merchant QR payments to UPI‑ID discovery for private fund transfers. A human‑centric tone, paired with minimalist visuals, underscored BHIM’s ethos: simplicity, security, and sovereignty over personal finance.
Amplification Across Channels
While the French‑window print stunt grabbed headlines, BHIM extended the narrative online through social‑media challenges, #CutTheRibbonWithBHIM, where users filmed their own paper cuts and shared first impressions of the new app. City‑wide OOH posters mirrored the fold‑out motif at bus stops and metro stations, ensuring the core concept resonated beyond newspaper readers.
Nurturing a Nation of Digital Payers
By placing people at the centre, inviting them to physically unveil the app, BHIM’s mass print activation did more than announce features; it fostered curiosity and ownership. As India races toward a cashless future, such tactile experiences remind citizens that behind every tap or swipe is a shared effort to modernize and simplify payments, one fold at a time.
