BHIM App Partners with Sony TV’s KBC to Promote Digital Payments Through Exclusive Game Show Week

• BHIM Payments App, Bharat Ka Apna Payments App Collaborates with Sony Entertainment Television to launch an exclusive ‘Golden Week’ in Kaun Banega Crorepati

BHIM App, India’s homegrown payment app developed by NPCI BHIM Services Limited (NBSL), has partnered with Sony Entertainment Television to deepen the reach of safe, secure digital payments across the country through the most iconic game show Kaun Banega Crorepati,, Sony Entertainment Television is introducing, for the first time to a digital payment platform, a special one-week edition of the KBC Game Show, curated exclusively for BHIM Payments App users.

This collaboration is designed to enable users of BHIM Payments App across India, to get a Golden Opportunity to play the game with Mr. Amitabh Bachchan. The registration window for the ‘Golden Week’ opens from September 1, 2025 till October 10, 2025 exclusively for BHIM Payment App Users. Ten selected users of the BHIM Payments App will receive an exclusive opportunity to appear on the show, and participate in the Fastest Finger First round. A dedicated week of 5 Episodes Game Show will be organized and telecasted on Sony Entertainment Television with these 10 contestants

How to Participate:

Viewers are invited to Download / Update BHIM Payments App and register through a dedicated ‘KBC Golden Week with BHIM’ section within the app. To submit their registration successfully, viewer has to answer simple question, fill their basic details and submit. All successful entries will undergo the standard screening process of KBC. The shortlisted 10 candidates will then come to the KBC set and play Fastest Finger First in the Golden Week with BHIM and get a chance to reach the Hot Seat of KBC to play the game with Amitabh Bachchan. During the ‘Golden Week with BHIM’, only those (10) users who have come through the BHIM payments app will be featured.

This resonates with Brand’s overall purpose of trust and inclusiveness and the initiative will help BHIM to create familiarity (trust) and confidence in using UPI through an experience that is interactive, rewarding, and deeply local. The more BHIM app users experience the app and participate in the registration process, higher are their chances of getting shortlisted.

This first of its kind format on the show encourages citizens to not only test their knowledge but also experience the simplicity and trust of the homegrown BHIM Payment App. This initiative is designed to reach beyond digital-first users encouraging participation from families, first-time digital adopters, and citizens in Tier 2,Tier 3 cities and towns, through a platform they already know and trust.

Lalitha Nataraj, CEO, NBSL, added, “At BHIM, our mission is to become the most trusted payment apps of India and become their choice of app for any digital payments small or big. Partnering with an Iconic platform like KBC allows us to take this message into homes across the country especially in regions where awareness and comfort with digital payments are still evolving. KBC has, over the years, earned the trust of millions of families, and this association helps us build on that trust to encourage every member of the family to use BHIM Payments App for safe and secure payments. We are delighted to collaborate with Kaun Banega Crorepati and extend this golden opportunity to our app users.

For more information, visit https://www.bhimupi.org.in/, follow on [Insta - @bhim_npci, X – NPCI_BHIM, YT - BHIMNPCI]

As BHIM’s official media partner, Madison Media has crafted the high-impact outreach strategy. Abhik Banerjee, COO, Madison Media, said: “We are delighted to welcome the BHIM Payments App as a partner for this landmark collaboration with Kaun Banega Crorepati. For decades, KBC has been a platform that unites the nation, inspires millions, and captures the hearts of viewers from every corner of India. That makes it the perfect stage for BHIM – Bharat Ka Apna Payments App to connect with audiences in a truly meaningful way.

This association marks BHIM’s first-ever integration with KBC, and we wanted to go beyond just brand presence. Working closely with Sony, we have designed an interactive experience that invites viewers, even first-time BHIM users to get a golden opportunity to participate in the iconic KBC and reach to the famous Hot Seat. With BHIM payments app, the user gets easy, safe and instant payment solutions, while being part of one of India’s most-loved and talked about shows.

For us, this partnership is about more than visibility via TV presence. It is about creating opportunities, encouraging participation, and offering every Indian citizen a rewarding reason to engage with BHIM Payments App.”

About NPCI BHIM Services Limited:

NPCI BHIM Services Limited (NBSL) was incorporated in 2024, as a wholly owned subsidiary of the National Payments Corporation of India (NPCI). NBSL aims to enhance the adoption of digital payments through the Bharat Interface for Money (BHIM) platform and committed to providing a seamless, secure, and user-friendly payment experience to individuals and businesses across India.

NBSL facilitates quick and efficient digital transactions, offering an accessible and reliable payment solution for all. By leveraging cutting-edge technology, NBSL aims to drive financial inclusion and support India’s journey toward becoming a fully digital economy.

For more information, visit: - https://www.bhimupi.org.in/

Amitabh Bachchan Partners with IKONZ to Foray into Generative AI

IKONZ a first-of-its-kind aggregator and India’s only platform for digital IP monetisation is proud to announce its ground-breaking partnership with India’s biggest global superstar and Bollywood icon Amitabh Bachchan. The collaboration marks a significant milestone as Ikonz forays into the realm of generative AI, to redefine the future of fan engagement. The convergence of Mr. Bachchan’s iconic status and IKONZ’s cutting-edge technology promises an unparalleled experience for fans and enthusiasts worldwide.

IKONZ is backed by visionary investors including Village Global, a venture capital firm backed by renowned tech visionaries such as Mark Zuckerberg, Jeff Bezos, Bill Gates and Reid Hoffman.

Amitabh Bachchan and Abinav

Generative AI, the fusion of artificial intelligence and creativity, is rapidly transforming the digital landscape. IKONZ’s strategic partnership with Mr. Bachchan amplifies its vision of bringing together advanced technologies and cultural icons to create a new era of interactive entertainment. The collaboration will enable fans worldwide to engage with their stars on a global scale.

The IKONZ team is working closely with Mr Bachchan to capture the iconic attributes to deliver a unique experience to fans globally. When launched end of this year, customers in India can interact with Amitabh Bachchan ji at various locations and instantly getting their favourite superstar interacting with them.

Abinav Varma Kalidindi, Founder & CEO at IKONZ said, “It’s a momentous day for IKONZ as the true symbolism our name has been derived with the Icon Shri Amitabh Bachchan Ji joining forces with us. Together we will leverage the power of generative AI to create immersive experiences that transcend physical boundaries. With our state-of-the-art technology, fans will now have the opportunity to interact with their favourite actor like never before. Who knows you might even be able to take selfies with Amit Ji in your city”.

Amitabh Bachchan, renowned actor and cultural icon said, " I am intrigued with the way technology is evolving and the pace at which new innovations are coming up worldwide ... One such being "Generative AI " . I am happy to be a part of such an amazing futuristic world of generative AI , and have therefore partnered with Abinav promoted IKONZ . Together we shall embark on this new Metaverse World."

The company has also received investments from Woodstock and Polygon, cementing its position as a leading player in the AI-driven digital Avatar space.

About IKONZ:

IKONZ is a wealth building platform that helps IP owners, artist, creators and other established icons manage their digital assets. The company specializes in navigating the complexities of the technology and understanding the different means of monetization and upscaling, enabling IP owners, artists, and other established icons to manage, sell and monetize digital assets. Ikonz already works with Amar Chitra Katha, Tinkle, Chacha Chaudhary and numerous other creators and icons.

Amitabh Bachchan To Roll Out His NFT Collection, Becomes 1st Indian Celeb To Do So

Image - Twitter.com/beyondlifeclub

Bollywood megastar Amitabh Bachchan will soon roll out NFTs (Non-Fungible Token) and with this he becomes the first-ever Indian celebrity to do so.

Amitabh Bachchan will be the first one to roll out the NFT collection through BeyondLife.club, which is India’s First Curated Talent and Athlete NFT Exchange. Amitabh Bachchan, will present his first-ever NFT with Guardianlink.io, a IT&S company building tech infrastructure to help NFT commerce go mainstream.

Amitabh Bachchan commenting on the partnership, said -

I have joined Rhiti Entertainment Pvt Ltd - Singapore and will be launching NFT's soon on the platform.

Hey folks!
Are you a NFT admirer? An Amitabh fan ? Or both?
This is for all you out there.
Gear up to relive some of the iconic moments, art peices of Amitabh's legacy , his close to heart experiences and beyond. @Guardian_NFT @beyondlifeclub#nftcollector #NFTCommmunity #NFT pic.twitter.com/HeZNfk4nsC

— BeyondLife.Club (@beyondlifeclub) August 31, 2021

In forms of NFTs, Amitabh Bachchan's collectables will represent his legendary status and mark the opening of BeyondLife.club, the maiden NFT platform from Rhiti Entertainment.

According to the website, these NFTs of Amitabh Bachchan includes verses of poem 'Madhushala' narrated by Mr. Bachchan, personally signed posters and GIFs related to his life.

The website says that the NFT auction will start in 63 days.

A non-fungible token (NFT) is a special type of cryptographic token which represents something unique; non-fungible tokens are thus not mutually interchangeable. This is in contrast to cryptocurrencies like bitcoin, and many network or utility tokens that are fungible in nature.

Earlier in March this year, Twitter CEO and billionaire Jack Dorsey also sold his belonging, which was his very first tweet, in the form of NFT.

Amitabh Bachchan Join Hands With Worldoo.com To Help Transfom Internet Use For Children

Worldoo.com is first-of-its-kind website in India that aims to create a responsible environment for children to learn, express & play and an online portal aims to make the internet safer for children. India's superstar Amitabh Bachchan has joined hands with the website to endorse Worldoo's latest feedback campaign for children called 'Let's Build'.

The feedback campaign, inaugurated with Mr. Amitabh Bachchan's backing, will invite parents, kids and educators across the country to speak up and be heard, in what they would like to see in a whole new world!

Speaking about his association with worldoo.com, Mr. Amitabh Bachchan said - "The internet space is constantly evolving and has proved to be an exciting tool of communication. Today, children are born with technology in the palm of their hands, immediately preferring tablets to teddy bears!"

"In such a scenario, it is important for parents to embrace the role that Internet plays in their child’s life instead of shying away from it. They need to collaborate and communicate with their kids to welcome them to the online world. The future is here." added Mr.Bachchan.



Users can sign in on worldoo.com, as parent, child or educator, and send in their thoughts to this unique initiative which also has a feedback campaign that will run across online and offline platforms.

Worldoo.com has associated itself with many partners such as Cartoon Network, National Geographic, Jeff Corwin, Designyard, Sentosa Tourism, Zapak, Miniclip, Pidilite, Asian Paints, Sony Pictures and many other kid brands.

Founded in 2013 by Mr. Monish Ghatalia, Worldoo.com is the 3rd most viewed kids site in India and aims to increase its reach and awareness across the globe and aims to become the largest kids platform by 2015. Worldoo team is also working towards global launches in South East Asia, Middle East, UK, US in the years to come.

Worldoo.com is a completely bootstrapped/self-funded project and does not seek an external funding for now.