BHIM App Partners with Kaun Banega Crorepati for Exclusive ‘Golden Week’ Contest
By integrating BHIM with a household name like KBC, the initiative hopes to inspire participation from first-time digital adopters, families, and citizens in Tier 2 and Tier 3 towns.
Mumbai, August 18: The BHIM App, India’s homegrown payment platform developed by NPCI BHIM Services Limited (NBSL), has announced a first-of-its-kind collaboration with Sony Entertainment Television’s iconic game show, Kaun Banega Crorepati (KBC). The partnership will introduce a special “Golden Week” edition, giving BHIM users an exclusive chance to reach the famous Hot Seat alongside host Amitabh Bachchan.
Registrations for the Golden Week open on September 1 and close on October 10, 2025, exclusively through the BHIM App. Ten shortlisted users will be invited to the KBC set to participate in the Fastest Finger First round. The dedicated week-long special will feature five episodes showcasing only BHIM App contestants.
To participate, users must download or update the BHIM App and register via a dedicated “KBC Golden Week with BHIM” section. After answering a simple question and submitting basic details, entries will undergo KBC’s standard screening process.
Lalitha Nataraj, CEO, NBSL, said: “At BHIM, our mission is to become India’s most trusted payments app. Partnering with an iconic platform like KBC allows us to reach families across the country, especially in regions where awareness and comfort with digital payments are still evolving. This association builds on KBC’s legacy of trust to encourage every household to use BHIM for safe and secure payments.”
Abhik Banerjee, COO of Madison Media, the official media partner, added: “KBC unites the nation and inspires millions, making it the perfect stage for BHIM. We designed this collaboration not just as a brand presence, but as an interactive experience that gives even first-time BHIM users a golden opportunity to be part of India’s most-loved quiz show.”
The campaign aims to boost familiarity with digital payments while offering users a rewarding experience. By integrating BHIM with a household name like KBC, the initiative hopes to inspire participation from first-time digital adopters, families, and citizens in Tier 2 and Tier 3 towns.
For details and participation, users can visit www.bhimupi.org.in.
