airpay money, the digital financial wellness platform from airpay, has appointed Tonic Worldwide as its integrated brand communication partner. Under the mandate, Tonic Worldwide will handle digital marketing and communications, developing a digital-first strategy to build awareness and reinforce airpay money’s positioning as a trusted financial wellness platform.
Designed for urban and semi-urban consumers, airpay money seeks to address financial literacy challenges by helping users make informed financial decisions through education, goal-setting, and confidence-building tools.
Commenting on the partnership, Kunal Jhunjhunwala, Founder, airpay, said, “At airpay, our core mission has always been to bridge the gap in financial access and build platforms that empower Indians. With airpay money, we are shifting the focus from transaction-driven fintech to becoming a true financial friend and mentor for the underserved middle class.”
He added, “Partnering with Tonic Worldwide aligns perfectly with this vision. Their creative expertise and digital-first approach will be instrumental in taking our message of financial education and habit-building to the masses, helping us reach our goal of empowering 20 million users with clarity and control over their financial futures.”
Kumar Binit, CEO, airpay money, said the platform is focused on building financial confidence among middle-income consumers rather than promoting complex financial products.
“Our research clearly shows that India's middle-income earners don't need complex investment products pushed on them; they need fundamental financial confidence. Our mission is simple: no Indian should feel hesitant when making decisions on their financial wellness journey,” he said.
Binit added that onboarding Tonic Worldwide is a strategic move to communicate this mission more effectively. “Their deep understanding of consumer narratives will help us deliver our product-neutral guidance in a meaningful way, enabling us to build lasting, trust-driven relationships with users and reach those who need our platform the most.”
Speaking about the association, Unmisha Bhatt, Co-Founder and Chief Strategy Officer, Tonic Worldwide, said, “Financial wellness is just as fundamental as physical or mental well-being, yet it remains inaccessible to many. We are thrilled to partner with airpay money on this purpose-driven mandate.”
She added that the agency’s digital strategy will focus not only on communication but also on guiding consumers through their financial education journey. “We want to empower India’s underserved middle class to take true ownership of their future by taking that first step to check and improve their financial health score,” Bhatt said.
The account will be managed from Tonic Worldwide’s Mumbai office.
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