BHIM Partners with Sony for a Special 'Golden Week' on Kaun Banega Crorepati

NPCI BHIM Services Limited (NBSL), the company behind the BHIM Payments App has partnered with Sony Entertainment Television to offer thrilling Golden Week on the popular game show, Kaun Banega Crorepati (KBC).

Between September 1st and October 10th 2025, users of BHIM will get an exclusive opportunity of being part of the show and perhaps they would be sharing the stage with the host Amitabh Bachchan.

This is a special edition with KBC collaboration with digital payments app, and it seeks to share information about simple and secure digital payments across India.

The Golden Week will see ten randomly selected BHIM users participating in the Fastest Finger First round, and be allowed the opportunity to occupy the notorious Hot Seat. These special episodes are to be broadcasted on the Sony Entertainment Television.

• BHIM App and KBC Partner for Golden Week: Exclusive Chance to Join Amitabh Bachchan on Hot Seat
• Kaun Banega Crorepati Special Edition: BHIM Users Can Win a Spot on KBC’s Golden Week Episodes
• BHIM Teams with Sony TV’s KBC to Promote Secure Digital Payments Across India

BHIM users can sign up for Golden Week between September 1 and October 10, 2025, through a dedicated ‘KBC Golden Week with BHIM’ section in the app. All it takes is answering a simple question and filling in some basic details. Selected participants will go through KBC’s standard screening process before appearing on the show.

The partnership is part of BHIM’s mission to build trust in digital payments, especially in smaller cities and towns. By teaming up with KBC, a show loved by millions, BHIM hopes to reach families across the country and encourage them to use secure digital transactions. Lalitha Nataraj, CEO of NBSL, said, “Partnering with KBC allows us to bring our message of secure payments into homes across India, building on the trust KBC has earned over the years.”

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Madison Media, BHIM’s media partner, has led the campaign’s outreach efforts. Abhik Banerjee, COO of Madison Media, shared, “This collaboration goes beyond brand visibility. It’s about creating meaningful opportunities for BHIM users to engage with one of India’s most-loved shows while promoting easy, safe, and instant payment solutions.”

This exciting collaboration brings together entertainment and technology, offering BHIM users a rewarding way to engage with digital payments on a national stage.