Mumbai, June 04th: PayNearby, Bharat’s leading branchless banking and digital financial services network, has launched a new campaign for PayNearby Saathi, titled “Dil Se Desi. Life Digital.” PayNearby Saathi is its customer-facing UPI and financial wellness app for Bharat. Through relatable everyday stories, the campaign highlights how Saathi is making digital and financial services easier to understand, access and use for customers across Bharat.
As digital access expands across Bharat, the next phase of adoption will be shaped by how simple, familiar and trusted these services feel to customers. For many first-time and emerging users, confidence comes from being able to access services in a language they understand, through journeys that feel easy to follow and with the reassurance of a trusted neighbourhood retailer when needed. PayNearby Saathi has been built to support this transition by bringing together UPI payments, mobile recharge, bill payments, funds transfer, Mutual Funds, Fixed Deposits, Digital Gold and Aadhaar-linked subsidy status checks in one accessible platform.
The campaign captures simple moments from everyday life, a mobile recharge at home, an urgent funds transfer or a small step towards savings. Each story shows how Saathi can help customers complete essential tasks with ease, while building confidence to use digital services more independently.
Through four films, the campaign captures both sides of Bharat’s digital adoption journey. The anchor film features a neighbourhood retailer explaining Saathi to other retailers, highlighting their role as trusted access points who can guide customers towards digital services. The three customer films then bring this promise to life through everyday use cases. The recharge film captures a light-hearted household moment where a routine need is completed instantly through the app. The funds transfer film highlights the urgency of time-sensitive payments, while the savings film focuses on a homemaker’s journey towards building financial discipline through small, consistent actions.
Speaking on the campaign, Jayatri Dasgupta, Chief Marketing Officer, PayNearby, said, “For many customers across Bharat, digital adoption is a journey shaped by familiarity, trust and ease of use. Through PayNearby Saathi. Dil Se Desi. Life Digital., we are placing real consumer contexts at the centre of the campaign to show how digital and financial services can become more approachable in everyday life. Saathi has been designed to make access simpler, more intuitive and more language-friendly, while supporting customers as they move from assisted access to greater self-service confidence. Our larger focus is to build Saathi as a trusted digital companion for every household in Bharat.”
PayNearby Saathi is available in multiple Indian languages and is supported by a personal AI assistant that helps users understand and access digital services with greater confidence. The app also integrates Bhashini, the Government of India’s AI-driven language technology platform, allowing users to speak in their preferred language, raise queries and receive instant responses. This helps customers access digital and financial services with greater ease, especially in markets where language and confidence are key to adoption.
The campaign has been rolled out across YouTube and social media, reaching audiences across Bharat, including rural, semi-urban and urban markets.