BHIM App, via NPCI, launches #AskHerAgain Mother’s Day campaign on May 14, 2026, created by agency SoCheers.
Campaign uses creator‑led storytelling on Instagram and LinkedIn, partnering with fashion, food, travel, tech and lifestyle brands.
Lalitha Nataraj (MD & CEO, NBSL) and Siddharth Devnani (Co‑Founder, SoCheers) emphasize listening to mothers beyond “nothing” responses.
BHIM, launched by PM Narendra Modi in 2016, aims to promote financial inclusion through UPI‑based instant payments and bill services.