BHIM Partners with Sony TV to Launch KBC Golden Week with BHIM for Digital Payment Users

KBC Golden Week with BHIM

Mumbai: The BHIM Payments App, developed by NPCI BHIM Services Limited (NBSL), has partnered with Sony Entertainment Television to launch the first-ever KBC Golden Week with BHIM, offering users of India’s trusted digital payments app a chance to appear on the iconic quiz show Kaun Banega Crorepati, hosted by Amitabh Bachchan.

KBC Golden Week with BHIM: Registration Details for App Users

The registration window for KBC Golden Week with BHIM will remain open from September 1 to October 10, 2025. Exclusively available to BHIM app users, the registration process is simple:

  • Download or update the BHIM Payments App.
  • Enter the “KBC Golden Week with BHIM” section.
  • Answer a simple question and provide basic details.

After the standard KBC screening process, 10 selected BHIM users will be invited to the KBC set to play the Fastest Finger First round, with a chance to reach the Hot Seat during a special week of five dedicated episodes telecasted on Sony Entertainment Television.

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KBC Golden Week with BHIM: Promoting Trust and Digital Payments

The initiative aligns with BHIM’s mission to promote safe, secure, and inclusive digital payments. By integrating with one of India’s most trusted television platforms, the partnership aims to reach families, first-time digital adopters, and citizens across Tier 2 and Tier 3 cities.

Lalitha Nataraj, CEO, NBSL, said: “At BHIM, our mission is to become the most trusted digital payments app in India. Partnering with an iconic platform like KBC helps us bring this message into homes across the country, building awareness and trust in secure UPI payments. We are delighted to collaborate with Kaun Banega Crorepati and extend this golden opportunity to our app users.”

Marketing Strategy for KBC Golden Week with BHIM

As BHIM’s media partner, Madison Media has designed the outreach strategy for this landmark association. Abhik Banerjee, COO, Madison Media, said: “KBC has always united the nation and captured the hearts of millions. That makes it the perfect stage for BHIM – Bharat Ka Apna Payments App – to connect with audiences. This collaboration goes beyond brand presence, creating interactive experiences and rewarding participation for all BHIM users.”

Also Read: BHIM Payment App: 6 Powerful Features Making Digital Payments Easier

How to Participate in KBC Golden Week with BHIM

  • Download or update the BHIM Payments App.
  • Register through the in-app “KBC Golden Week with BHIM” section.
  • Answer the registration question and submit details.
  • Await shortlisting and screening by the KBC team.
  • Selected contestants will feature on the dedicated Golden Week episodes.

For more details, users can visit www.bhimupi.org.in or follow BHIM on Instagram (@bhim_npci), X (NPCI_BHIM), and YouTube (BHIMNPCI).

Author

  • Salil Urunkar

    Salil Urunkar is a senior journalist and the editorial mind behind Sahyadri Startups. With years of experience covering Pune’s entrepreneurial rise, he’s passionate about telling the real stories of founders, disruptors, and game-changers.

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