Bharat BillPay, a payment ecosystem conceptualized by Reserve Bank of India (RBI) and driven by the National Payments Corporation of India (NPCI), has launched a campaign to build brand awareness. Conceived by Lowe Lintas Mumbai, this is Bharat BillPay's first-ever television campaign. 

The campaign has a two-pronged objective: to rehash the routine of consumers who use a particular method of payment, and to reinforce the element of convenience and safety symbolized by the ‘B’ (referring to the partners enabled by Bharat BillPay). 

"This campaign is focused on creating consumer awareness to look for brand “B” of Bharat BillPay and make recurring payments safe and convenient instead of going around to multiple biller touch points. It is our strong conviction that once the consumer experiences the power of making various types of recurring payments conveniently at one place, it will permanently shift the behavior of making payments through Bharat BillPay enabled partners. We are happy that our creative agency Lowe Lintas has created brand communication, which clearly showcases the USP and conveys the message to consumers,” said A R Ramesh, Chief of Bharat Bill Payment System, NPCI. 

The campaign film opens with the protagonist visibly stressed about the hassles of monthly bill payments. A reassuring voice bursts into a song asking the protagonist to not worry about the hassles of paying bills anymore. What follows is a series of reasons for using Bharat BillPay tastefully woven into a melody. The catchy song touches upon numerous aspects, from the channels it allows to its robust customer service, ultimately concluding how Bharat BillPay is a safe, reliable and instant method for bill payments. 

Commenting on the campaign idea, Amar Singh, Regional Creative Officer, Lowe Lintas added, "There is such a surfeit of bill payment options now, that for some people it can get a bit intimidating and overwhelming. A paradox of choice. In such a scenario, people tend to follow the old-fashioned means of payment even if it takes up a lot of their time and causes them a fair degree of tension. This film, conceived by Rajat Dawar, Vishal Bagade and S. Ravikrishna, tells people that instead of letting this tension get the better of them, all they need to do is look out for a simple sign of authority and assurance in the payment option nearest to them. A simple ‘B’ seen on a website, or on a payment app or at a store, that lets them know that they can pay all their bills here without any sort of worry or inconvenience.”