PayNearby has launched a new campaign for PayNearby Saathi, its customer-facing UPI and financial services app designed for users across Bharat. ‘Dil Se Desi. Life Digital’, the campaign focuses on everyday situations where consumers use digital financial services such as mobile recharges, money transfers, bill payments, and savings-related products.
The campaign comes at a time when digital adoption continues to expand beyond urban centres. While access to digital services has increased, factors such as language familiarity, ease of use, and trust remain important for first-time and emerging users.
PayNearby Saathi brings together multiple services within a single platform, including UPI payments, mobile recharges, bill payments, fund transfers, Mutual Funds, Fixed Deposits, Digital Gold, and Aadhaar-linked subsidy status checks.
The campaign consists of four films. The main film features a neighbourhood retailer introducing the Saathi app to other retailers, reflecting the role local stores often play in helping customers access digital services. Three additional films focus on specific consumer use cases.
One film centres on a household mobile recharge, showing how routine transactions can be completed through the app. Another focuses on an urgent fund transfer requirement, while the third follows a homemaker using the platform’s savings-related features as part of her financial planning.
PayNearby Saathi supports multiple Indian languages and includes an AI-based assistant designed to help users navigate digital services. The app also integrates Bhashini, the Government of India’s language technology platform, enabling users to interact with it and seek assistance in their preferred language via voice-based queries.
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.”
She further added, “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.”
