India Defies Global Office Rental Slump; Office Rentals Continue Upward Trend – Vestian
New Delhi, 10th April 2025: While global office rental markets continue to face headwinds, India’s office sector is bucking the trend with sustained growth in office leasing and rentals. According to research by Vestian, 2024 reported the highest ever leasing of 70.7 Mn sq ft, registering an annual increase of 16%. Sub-dollar rentals across India’s top seven cities fuelled this momentum, making the country a key outlier in an otherwise subdued global landscape.
In stark contrast to major global cities like New York, Seattle, Boston, Hong Kong, and Shanghai, which have witnessed rental declines over the last five years, India witnessed a steady upward movement. Notably, while some Western markets such as London and Miami posted increases of 31% and 53% respectively, the broader global sentiment reflects a slowdown due to rising vacancy rates and rapidly changing workplace strategies.
India’s office market is expected to maintain this growth pattern in the future, majorly driven by strong leasing momentum, favorable demographics, and strategic infrastructure development.
Shrinivas Rao, CEO of Vestian, affirms that the decline in office space rents in the global market is influenced by the emergence of technologies like generative AI, as well as changes in office space utilization strategies. These factors contribute to the uncertainties faced by the office sector. The combination of reduced demand, along with businesses downsizing or relocating, has led to higher vacancy rates globally, which in turn puts downward pressure on rents.
| Average Office Rentals (USD/sq ft/month) | ||||||||
| City | 2019 | 2020 | 2021 | 2022 | 2023 | 2024 | % Change in 2023 vs 2024 | |
| % Changes in the last 5 years | ||||||||
| New York | 7.9 | 7.7 | 7.8 | 7.8 | 7.6 | 7.5 | -5.1% | -1.3% |
| London | 6.5 | 6.3 | 6.8 | 6.8 | 7.9 | 8.6 | 31.0% | 8.6% |
| Miami | 3.3 | 3.5 | 3.9 | 4.3 | 4.8 | 5.1 | 53.3% | 7.3% |
| Seattle | 4.9 | 4.5 | 4.7 | 4.8 | 4.7 | 4.7 | -5.5% | -1.9% |
| Boston | 5.6 | 5.7 | 5.8 | 5.6 | 5.4 | 5.5 | -2.7% | 1.2% |
| Hong Kong | 9.1 | 7.3 | 6.9 | 6.7 | 6.2 | 5.9 | -35.7% | -6.0% |
| Singapore | 6.7 | 5.8 | 6.1 | 6.8 | 6.9 | 7.0 | 4.3% | 0.5% |
| Shanghai | 3.4 | 3.0 | 3.1 | 3.1 | 3.0 | 2.8 | -18.2% | -6.8% |
| Mumbai | 1.5 | 1.5 | 1.4 | 1.4 | 1.5 | 1.6 | 6.2% | 6.7% |
| Delhi | 0.8 | 0.8 | 0.8 | 0.8 | 0.8 | 0.9 | 9.8% | 8.2% |
| Bengaluru | 1.0 | 1.0 | 1.0 | 1.0 | 1.0 | 1.1 | 12.4% | 4.7% |
| Pune | 0.9 | 0.8 | 0.8 | 0.9 | 0.9 | 1.0 | 11.8% | 4.5% |
| Chennai | 0.7 | 0.7 | 0.7 | 0.7 | 0.7 | 0.8 | 6.9% | 7.7% |
| Hyderabad | 0.7 | 0.7 | 0.7 | 0.8 | 0.8 | 0.8 | 13.9% | 4.4% |
| Kolkata | 0.6 | 0.5 | 0.5 | 0.5 | 0.5 | 0.6 | -2.1% | 3.8% |
Note: INR 86 = USD 1
Source: Compiled by Vestian Research
Furthermore, in 2024 alone, rental rates in Indian cities surged between 3.8% and 8.2% compared to the previous year. India remains resilient, driven by strong demand from the IT sector and Global Capability Centers (GCCs). While global cities continue to see demand for premium office spaces, India’s affordability and expansion-driven leasing set it apart. As a cost-effective hub, India is poised for steady growth.
Shrinivas Rao, CEO of Vestian, stated that the influx of new businesses and company expansions has led to significant demand for office spaces in India. Global firms are aggressively seeking office space in India due to robust economic growth compared to other major economies of the world, rich demographic dividend, large consumer base, rapid urbanization, and the easy availability of skilled workforce at competitive rates, particularly in technology and finance. This demand is driving the need for high-quality office spaces.
Prime commercial hubs like Mumbai’s BKC and Delhi’s central business district (Connaught Place and adjoining area) command high rentals, with average rent reaching USD 3-4 per sq ft a month. Strong economic activities, upcoming mega infrastructure projects, and the expansion of Global Capability Centers (GCCs) continue to drive rental appreciation across the major cities of India.
Agrifields DMCC to Expand into Korea, Launch New Fertilizers in India by FY’26
Agrifields DMCC will expand into Korea, introduce new age water soluble fertilizer products in India by end FY’26: Amit Gupta
Mumbai/Bangalore, India, Apr 11, 2025: Agrifields DMCC, a leading fertilizer and phosphate manufacturing company headquartered in Dubai, today announced its plans to expand into newer markets by the end of FY’26.
Agrifields DMCC plans to expand its footprint into Korea which is driven by the growing demand for agricultural products and the need for sustainable and efficient farming practices. The company aims to leverage its expertise and experience in the agricultural industry to tap into the new market and increase its global footprint.
Speaking in detail about the plans, Mr Amit Gupta, Founder & CEO of Agrifields DMCC said, “The expansion into Korea is a strategic move for Agrifields DMCC, and we are excited about the opportunities that lie ahead. Our goal is to become an important player in the global agricultural industry, and we believe that this expansion will help us achieve that goal.”
“We are confident that our expertise and experience in the agricultural industry will enable us to succeed in new markets. We look forward to exploring new opportunities and building strong relationships with our partners and customers,” added Mr. Gupta.
As part of its expansion plans, Agrifields DMCC will also introduce new age water soluble fertilizer products to the Indian market. These products are designed to promote sustainable agriculture practices, enhance crop yields, and improve soil health, harnessing the organic bio chain.
“The new fertilizer products we are introducing in India are a testament to our commitment to innovation and sustainability. We believe these products will play a crucial role in promoting sustainable agriculture practices, enhancing food security in the region and growth in yields, which will directly improve farmer netbacks,” said Mr. Gupta.
Arete Hernia League Concludes with Focus on Advanced Repair Techniques
Hyderabad, April 10, 2025 – Arete Hospitals successfully concluded the highly anticipated Arete Hernia League, an advanced surgical masterclass focused on state-of-the-art hernia repair techniques. Held on April 5, 2025, the event brought together over 70 leading surgeons, trainees, and medical experts for an immersive, hands-on learning experience.
One of the key highlights of the event was the live surgical demonstrations, streamed directly from the operating theatre to the audience. This real-time approach enabled participants to observe complex hernia procedures as they unfolded, offering a rare window into advanced laparoscopic and minimally invasive techniques.
The masterclass was led by Dr. Dinakar Reddy A, Head of the Department of Surgical Gastroenterology at Arete Hospitals, along with a panel of distinguished surgeons. The sessions covered a wide spectrum of hernia repair methods, including inguinal and ventral hernias, laparoscopic TEP/TAPP, and endosuturing techniques.
Adding a dynamic twist, the sessions were formatted with a sports-themed structure, featuring segments like Powerplay 1.0, Strategic Timeout, and Expert Dugout, keeping participants engaged while promoting high-level learning.
“Hernia surgery continues to evolve, and staying updated with the latest advancements is crucial for ensuring optimal patient outcomes,” said Dr. Dinakar Reddy. “Through this masterclass, we aimed to provide a platform for surgeons to refine their skills and share knowledge with leading experts in the field.”
The event also hosted an insightful panel discussion and keynote speech on complex hernia cases, moderated by experts Dr. Phani Mahesh Reddy, Dr. Sam Vivek Gudisay, Dr. Anuroop Thota, and Dr. Radha Krishna, who provided evidence-based insights into current best practices and evolving surgical trends.
A hands-on training session in endosuturing further enhanced the practical component of the masterclass, allowing participants to directly apply the techniques observed during the live surgeries.
“The Arete Hernia League stands out for its emphasis on technique, teamwork, and teaching,” said Dr. Satish Reddy Yeddula, Senior Consultant, General Surgery and Surgical Gastroenterology. “It offered an excellent platform to mentor emerging surgeons while also refining our own approaches.”
“Being part of this initiative was incredibly rewarding,” added Dr. Sharvani Duba, Consultant, General Surgery, Laser, Laparoscopic and Robotic Surgery. “We need more collaborative platforms like this, where real-time decisions and surgical styles can be learned and shared.”
With overwhelmingly positive feedback from attendees, the success of the Arete Hernia League marks a significant step toward building a robust ecosystem of surgical education. Arete Hospitals reaffirmed its commitment to advancing medical excellence and innovation, ensuring surgeons are equipped with the latest skills to improve patient outcomes.
The success of this initiative has laid a strong foundation for future surgical masterclasses, as Arete Hospitals continues its mission to bridge the gap between medical theory and advanced clinical practice.
Zing’s Udaan Makes a Strong Comeback, Soaring Higher Than Ever!
Speaking about the initiative, Mr.Pankaj Balhara, Business Head at Zing, said: “The overwhelming response to our first edition of Udaan was a testament to the idea that we believed in and we couldn’t be happier with how this second edition has also turned out. The enthusiasm from both the students and the speakers was incredible. The exchange of ideas, experiences, and insights created a truly inspiring atmosphere where everyone walked away having learned something valuable. At Zing, we believe in the power of storytelling, and Udaan is our way of ensuring that the stories of real-life heroes reach the youth, motivating them to pursue their dreams fearlessly.”
- Raunak Damle – A corporate strategist at Tata Capital Housing Finance Ltd., Raunak is an Executive Assistant to the Managing Director and works on strategic initiatives across finance and innovation. A TEDx speaker, an International Gold Medalist in Rope Skipping, National silver medallist in squash, he shared how discipline, resilience, and adaptability helped him become a sports champion and the factors that helped him make a switch into the corporate world. His story motivated the students to push their limits and embrace diverse passions.
- Yash Parashar – Known as “The Man with a Thousand Families,” Yash is dedicated to providing shelter, care, and dignity to abandoned elderly citizens. His moving speech resonated deeply with the audience as he recounted the impact of his initiative, showing how one person’s kindness can create ripples of change. His journey inspired students to look beyond themselves and contribute to society with compassion and action.
- Shriya Lohia – India’s youngest female Formula 4 racer, Shriya has been breaking gender barriers in motorsports from a young age. A fierce competitor on the track, she shared the challenges she faced in a male-dominated sport and how determination and fearlessness helped her race toward success. Her journey struck a chord with young dreamers, proving that talent and perseverance can break any stereotype.
- Komal Panda – The James Dyson Award 2024 (India) winner, Komal is a young innovator whose work in healthcare technology and sustainability is revolutionizing the way we approach medical challenges. She spoke about the process behind her award-winning invention and how technology, innovation, and a problem-solving mindset can create meaningful social change. Her story left the students inspired to explore unconventional paths and turn ideas into impact.
GRT Hotels & Resorts Wins Prestigious Travel Award
Chennai, April 2025: GRT Hotels & Resorts has been awarded the “Best Emerging Hotel Chain – India” at the prestigious PATWA International Travel Awards 2025 held at ITB Berlin. This recognition highlights the brand’s exceptional growth, innovative offerings, and unwavering commitment to hospitality excellence across South India.
In addition to this esteemed accolade, Mr. Vikram Cotah, CEO of GRT Hotels & Resorts, was honored with the “Best Professional Hospitality Growth – India” award. This award acknowledges his visionary leadership and remarkable contributions to the Indian hospitality industry, which have significantly propelled the brand’s expansion and success.
Mr. T. Nataraajan, Deputy Managing Director of GRT Hotels & Resorts, remarked, “It is truly an honor to receive these awards on a global platform like ITB Berlin. This recognition is a testament to the hard work and passion of our entire team at GRT Hotels & Resorts. We remain committed to delivering unparalleled experiences that reflect our brand’s promise of Excellence, Innovation and ‘The Promise of More’.”
Expressing his gratitude, Mr. Vikram Cotah, CEO, GRT Hotels & Resorts said, “Our journey to ITB Berlin was driven by a vision—to showcase the essence of GRT Hotels & Resorts on a global platform. As we stepped into this prestigious event, we carried with us a legacy of blending tradition with innovation, sustainability with luxury, and hospitality with heart. Amidst the world’s most influential voices in travel and tourism, it was a moment of pride and inspiration to be recognized on this platform. This achievement is not just ours alone—it belongs to every member of the GRT family, every guest who has trusted us, and every partner who has supported our journey.”
With a diverse portfolio of 22 properties across Tamil Nadu, Karnataka, Kerala, Andhra Pradesh, and Telangana, and plans for further expansion, GRT Hotels & Resorts continues to set new benchmarks in the hospitality industry.
Thermo King Launches Flagship LEGEND Refrigeration Unit
Bengaluru, April 10, 2025 – Thermo King, a strategic brand of Trane Technologies (NYSE: TT), a global climate innovator, has announced the launch of its first Asian-made trailer refrigeration unit production line at the new smart plant in Wujiang, China. This production line is dedicated to the LEGEND series – the flagship products developed by Thermo King Asia Pacific. These units will be supplied to markets across Aian, marking a strategic milestone in Thermo King’s localization efforts in R&D and manufacturing.
In line with the company’s Future Factory Initiative, the highly automated and intelligent new production line has increased the localization rate of the LEGEND supply chain by 60%, significantly shortened the delivery cycle, and greatly enhanced the stability and flexibility of the refrigeration equipment supply chain across the Asia Pacific region. This development propels the cold chain logistics industry towards a more efficient, intelligent and sustainable future.
“The localized production of LEGEND products is a key milestone for Thermo King to deepen its presence in the Asia Pacific market.” said Helen Ling, vice president of Trane Technologies Asia Pacific, “We have achieved a breakthrough in the entire process of independently developed a product, from design to large-scale manufacturing. We also worked with local suppliers to create the industry-leading ‘three-in-one’ motor technology through a series of technical advancements. This accomplishment marks our completion of a full cycle from independent R&D to mass production. Moving forward, Thermo King will continue to invest in cutting-edge technologies and work with our partners to drive greater quality and efficiency in regional cold chain logistics. ”
The new LEGEND series is built on Thermo King’s world-leading Trailer platforms, specially designed for high-frequency road transportation in Asia Pacific, combining three advantages – precise temperature control, efficient energy saving, and intelligent operation and maintenance. With its advanced electrical architecture and independent airflow control technology, it enables precise all-zone temperature management tailored to cargo types and transportation conditions. This ensures the consistency of temperature control throughout the transportation process and delivering uniform temperature distribution even at low engine speed, which effectively avoids local temperature variations for high-value goods such as fresh food and medicine and significantly reduces the cargo damage rate.
For high efficiency and energy saving, the LEGEND series adopts the breakthrough “three-in-one” motor technology, integrating the motor, permanent magnet generator, and active rectifier. Compared with the traditional mechanical drive solution, the LEGEND series uses 27% fewer components, saving installation space while improving the unit’s fuel efficiency by 15%. Simultaneously, with the coordinated operation of brushless fans, smart control algorithm and electronic engine speed control (ECO Governor), the unit can deliver up to 20% fuel efficiency in actual scenario. Besides, the LEGEND series can also achieve fast pull down and consistent capacity output across all conditions. Its ability to monitor engine load ensures reliable operation, cutting overall maintenance needs by 30% and reducing downtime losses by 52%.
In addition, the LEGEND series enjoys improved product reliability thanks to the intelligent operation and management system. It features an IP67 HMI with multi-language support, live fuel consumption data display, and automated Pretrip self-check function to avoid unexpected downtime. The standard Tbox telematics solution can continuously track the operating status of the unit, ensuring a fully controlled refrigeration transportation process.
The LEGEND series has ovtained the certification for China GB IV emission regulation. The first batch of products will be applied mainly in the inter-city highway refrigerated transport market, with planned expansion into railway applications and compliance with EU stage V emission regulation. In the future, Thermo King will continue the green manufacturing practice, driving the high-quality development of the Asia-Pacific refrigeration logistics industry through intelligent upgrades of production lines and R&D efforts on high-efficiency energy-saving technologies.
EKI Energy Services’ Announces Its selection as Carbon Consultant for Varanasi
New Delhi, India April 10, 2025 – EKI Energy Services Ltd (EKI), a global leader in climate solutions, proudly announces its selection as the Carbon Consultant for the Varanasi Smart City Bio-Conversion Project, a landmark initiative targeting methane reduction and sustainable development in India.
Located in Shahanshahpur, Varanasi district, the project utilises cutting-edge anaerobic digestion technology to transform approximately 70 tonnes per day of animal manure and organic feedstock into clean energy and organic fertilisers. By converting waste into compressed biogas (CBG), the initiative has already achieved significant environmental impact, avoiding 2,806 tonnes of CO₂ equivalent emissions during its first monitoring period.
“EKI is proud to contribute to this transformative, first of its kind initiative in any smart city in India, that not only reduces greenhouse gas emissions but also provides sustainable livelihoods for local communities,” said Mr. Manish Dabkara, Chairman and Managing Director, EKI Energy Services, “This project aligns with our commitment to advancing innovative climate solutions that drive both environmental and socio-economic impact,” he added.
The Chief Executive Officer of Varanasi Smart City Project, Mr. Akshat Verma, who is also the municipal commissioner of the city, lauded the efforts.
Highlights of the project:
- Emission Reduction: Expected to reduce 33,187 tonnes of CO₂ equivalent emissions over its seven-year crediting period.
- Clean Energy Production: Generates 2,500–2,800 kg/day of compressed biogas, with its by-products, fermented organic manure (FOM) and liquid organic manure (LFOM), supporting sustainable farming practices.
- Community Impact: Created more than 25 direct and indirect employment opportunities, boosting local economic development.
- Alignment with National Goals: The project contributes to India’s Sustainable Development Goals, including waste recycling, clean energy, and reduced reliance on fossil fuels in transport.
This project is part of the Government of India’s Sustainable Alternative Towards Affordable Transportation (SATAT) initiative, showcasing a successful collaboration between Adani Group, Gobardhan Varanasi Foundation SPV, local authorities; where EKI Energy Services providing supports in realization of benifits from Carbon Market.
With a lifespan of 25 years, the Varanasi Smart City Bio-Conversion Project serves as a model for innovative waste-to-energy solutions, emphasising the critical need to integrate sustainability into urban planning and development.
Tiger Analytics Partners with Google Cloud to Boost Adoption of Agentspace
Chennai, April 10, 2025 – Tiger Analytics, a trailblazer in AI and advanced analytics consulting, is thrilled to announce it is working with Google Cloud as a deployment partner for Google Cloud Agentspace, with new resources and services to drive enterprise adoption of Google Cloud’s AI agent technology.
Google Agentspace, is a groundbreaking platform from Google Cloud for employee productivity, is poised to revolutionize the way businesses create intelligent, conversational AI agents. Google Agentspace brings together Gemini’s advanced reasoning, Google-quality search, and enterprise data, regardless of where it’s hosted. Google Agentspace helps employees accomplish complex tasks that require planning, research, content generation, and actions – all with a single prompt.
Tiger Analytics’ deep AI and advanced analytics expertise enable them to build sophisticated agents using Agentspace, converting complex data into actionable insights and more valuable agentic AI capabilities for customers. The company can also help customers benefit from Agentspace’s access to Gemini’s advanced reasoning and Google-quality search across enterprise data. For example, in financial services, Tiger Analytics can develop agents to automate complex compliance checks to proactively identify potential risks by analyzing vast datasets. This combination of Tiger Analytics’ domain knowledge and Google Cloud’s cutting-edge AI platform enables highly tailored, intelligent solutions.
“We are excited to collaborate with Tiger Analytics to accelerate our customers’ journey with Agentspace,” said Pallab Deb, Managing Director, Strategic Solution Partners & Industry Value Networks, Google Cloud. “Together, we will help guide organizations through every stage of the AI agent lifecycle to optimize the value that customers get from their generative AI investments.”
“Our deep domain expertise and technical excellence make us the ideal partner to expand the reach and impact of Google Agentspace,” said Srini Ayyagari, Growth Partner at Tiger Analytics. “In collaboration with Google Cloud, we are excited to empower businesses with AI-powered solutions that not only drive efficiency but also elevate the customer experience.”
More than 500 Rural Youth Impacted by Zinc Kaushal
Udaipur, 10th April 2025: Zinc Kaushal Kendra, the flagship skill development initiative of Hindustan Zinc Limited (NSE: HINDZINC), India’s only and the world’s largest integrated zinc producer, recently organized a job fair assisting nearly 500 rural youth from Udaipur, Bhilwara, Chittorgarh and Rajsamand secure jobs. The job fair brought more than 40 companies from various sectors spanning tourism, microfinance, banking such as HDFC Bank, Arcgate, Reliance Retail, Annapurna Finance, Parallel Hotels, SBI Cap Securities, Sinclair Hotels, Sajjan Palace.
Hindustan Zinc, since the inception of the program, has helped over 7,000 rural youth including 40% female candidates secure jobs by gaining market-relevant skills and finding relevant employment across India. In recent years, the initiative has emerged as a catalyst in transforming the lives of youth from rural communities, reinforcing Hindustan Zinc’s commitment to rural empowerment and youth development. Zinc Kaushal Kendras located at Hindustan Zinc’s operational sites in Dariba, Agucha, Kayad, Udaipur, and Zawar, offers short-term, intensive courses in various trades, including unarmed security services, retail sales & marketing, assistant electricians, food and beverage service, customer relationship management, and microfinance. By bridging the urban-rural divide, Zinc Kaushal Kendra is creating sustainable livelihood opportunities. As a result, candidates have found employment in key locations such as Bhilwara, Udaipur, Ajmer, Sanand, Bangalore, Hyderabad, and Lonavala, with salaries ranging from Rs. 14,000 to Rs. 30,000 per month.
A special session was also organized for the candidates, featuring Hindustan Zinc’s Health & Fitness Brand Ambassador, Sufiya Sufi. An ultramarathon runner and youth icon, Sufiya inspired the attendees with her journey of perseverance and passion, encouraging them to dream big and stay committed to their goals. Her motivational address resonated deeply with the young aspirants, reinforcing the importance of resilience, self-belief, and continuous self-improvement in their career journeys.
Recognized for its contributions to skill development, Hindustan Zinc’s Zinc Kaushal Kendra has garnered appreciation from government officials and industry leaders alike. The initiative’s collaborations with NABARD, YES Foundation, AAVAS Financiers, and Udaipur Cement Works have strengthened its reach, enhancing the quality of training provided. As Hindustan Zinc continues its commitment to building a skilled workforce, the program stands as a testament to the company’s vision of fostering a self-reliant and economically empowered rural India.
Beyond skill development, Hindustan Zinc has been a strong force in promoting quality education for all, sustainable livelihood opportunities for rural women and farmers, healthcare access, arts & culture, water conservation & sanitation, supporting grassroots football talent, art & culture impacting over 20 lakh lives across nearly 4,000 villages. Ranked among India’s top 10 CSR companies, Hindustan Zinc’s initiatives reflect its commitment to building a resilient, self-sufficient Rajasthan that champions inclusivity, innovation, and environmental responsibility.
Hindustan Zinc Limited, a Vedanta Group company, is the world’s largest integrated zinc producer and the third-largest silver producer. The company supplies to more than 40 countries and holds a market share of about 75% of the primary zinc market in India. Hindustan Zinc has been recognized as the world’s most sustainable company in the metals and mining category for the second consecutive year by the S&P Global Corporate Sustainability Assessment 2024. The company also launched EcoZen Asia’s first low carbon ‘green’ zinc brand. Produced using renewable energy, EcoZen has a carbon footprint of less than 1 tonne of carbon equivalent per tonne of zinc produced, about 75% lower than the global average. Hindustan Zinc is also a certified 2.41 times Water-Positive company and is committed to achieving Net Zero emissions by 2050 or sooner. Transforming the lives of over 2 million people through its focused social welfare initiatives, Hindustan Zinc is among the Top 10 CSR companies in India. As a world leader in the metals and mining industry, Hindustan Zinc is pivotal in providing critical metals essential for the global energy transition for a sustainable future.
BHIM Unveils New Campaign ‘Paison Ki Kadar’ as ‘Bharat Ka Apna Payments App’
Mumbai, April 10, 2025: BHIM, India’s homegrown payment app developed by NPCI BHIM Services Limited (NBSL), a wholly owned subsidiary of the National Payments Corporation of India (NPCI), has launched a new brand campaign to position itself as ‘Bharat Ka Apna Payments App’. The campaign titled ‘Paison Ki Kadar’, celebrates how India’s relationship with money is built on trust and familiarity, even as payment methods evolve. With this, BHIM reinforces its role as a modern and inclusive payments app, designed to serve the everyday payments needs of people across Bharat.
Conceptualised by Tilt Brand Solutions, the campaign comprises five brand films presented in a slice-of-life format. These films highlight the core ethos of BHIM’s brand promise of Trust, Security, Customer-first approach, and being a truly Inclusive app while showcasing app’s usability. The films will be released in 9 Indian languages, to maximise reach and resonance.
The campaign marks the launch of BHIM 3.0 that offers a more intuitive and customer-friendly experience. It has key features such as support for 15+ Indian languages, functionality in low internet areas, and enhanced money management tools like Split Expenses, Family Mode, Spends Analytics, and Action Needed reminders.
Rahul Handa, Chief Business Officer, NBSL, said, “In India, trust plays a big role in how people adopt new technology, especially when it comes to money. As we go deeper into Bharat, we see that digital payments aren’t just about convenience, they’re about confidence. With BHIM 3.0, we’ve focused on building an experience that feels simple, safe, and familiar. The ‘Paison Ki Kadar’ campaign brings this to life by reminding people that while the way we transact with money has changed its form, the values around it haven’t. That’s what makes BHIM truly Bharat Ka Apna Payments App”
Adarsh Atal, Group Chief Creative Officer, Tilt Brand Solutions, added, “In India the money is more than just a medium of exchange. The way people deal with money reflects their opinions, their values, priorities, personalities and many more things. How we deal with money is a reflection of how we live our lives. With the ‘Paison Ki Kadar’ campaign, we wanted to elevate the concept of money beyond mere transactions, showcasing the virtues and stories it represents.”
This 360-degree campaign will be rolled out across television, print, out of home, cinema, radio, digital and social media. It will be aired on leading TV channels across genres and regions and the brand films will be released sequentially across BHIM’s digital platforms.