BHIM app, partnered with SoCheers, launched the #AskHerAgain Mother's Day campaign on May 14, 2026, urging people to ask mothers again.
The campaign features creator‑led storytelling, influencer talks and collaborations across fashion, food, travel, tech and lifestyle on Instagram and LinkedIn.
BHIM, a UPI payment app developed by NPCI and launched by PM Narendra Modi in 2016, aims to boost financial inclusion.
SoCheers, founded by Mehul Gupta and Siddharth Devnani in 2013, employs over 250 staff and has won Clio, Webby and Drum awards.