NPCI BHIM has rolled out a campaign, 'Meethi Diwali with BHIM' (Sweet Diwali with BHIM), to showcase its association with CRY (Child Rights and You), the Indian non-governmental organisation.

Conceptualised by Tilt Brand Solutions, the campaign featuring an ad film highlights how the BHIM mobile payment app is making this Diwali sweeter for underprivileged children. The film opens by revealing that every payment made during Diwali holds a 'sweet secret' and showcases a variety of festive delicacies. Under the theme of ‘Meethi Diwali,’ each transaction through the BHIM app becomes a gift of hope for children in need, in partnership with CRY. As the campaign unfolds, it features symbolic festive items like clothes, lights, and gifts—each paired with a sweet treat, representing the joy and generosity of the season. The film concludes by announcing that for every ten transactions, BHIM will donate a mithai box to children who may be missing the sweetness of Diwali in their lives.

What we think about it: The film cuts through the festive clutter with a purpose-driven narrative that blends emotional storytelling and transactional engagement. By aligning the brand with a cause and embedding the spirit of giving into every interaction, the ad delivers a powerful mix of social impact marketing and meaningful brand differentiation, making it more than another festive promotion.

The campaign was rolled out on YouTube and Instagram on 23 October.