FatakPay has signed actor Vaani Kapoor as its brand ambassador as the fintech platform begins a new phase of growth with the launch of a campaign spotlighting its evolution into a Financial Super App.
The year-long campaign is designed to introduce consumers to FatakPay's expanding suite of financial services. The first phase focuses on personal loans of up to Rs 5 lakh, with the company planning to roll out additional financial products in subsequent stages.
According to the company, the campaign aims to build awareness around its broader financial ecosystem as it expands beyond its existing offerings.
The campaign will be promoted through a multi-channel media strategy spanning television, digital platforms, OTT services, outdoor advertising, influencer collaborations and on-ground activations.
Abhishek Gandhi, co-founder and chief business officer, FatakPay, said: "FatakPay was founded on the belief that every Indian deserves access to financial solutions that help them move forward in life. While we began by addressing immediate credit needs, our vision has always been to build a broader financial ecosystem that supports consumers at every stage of their financial journey.
Today, we are bringing that vision to life through a Financial Super App that combines borrowing, protection, credit-building and wealth creation on a single platform. This campaign marks the beginning of that journey, introducing consumers to the wider role FatakPay is set to play in their financial lives.”
Ashwin Shetty, head of branding and communications, FatakPay, added: "Every brand reaches a point where it needs to reshape consumer perception, and this campaign marks that moment for FatakPay. As our business evolves, we wanted our communication to evolve alongside it. Rather than introducing this shift through a conventional product campaign, we chose to spark curiosity first and let the story unfold organically. Vaani Kapoor's relatability and strong connect with aspirational India made her the ideal choice to bring this narrative to life while opening conversations around responsible borrowing."
FatakPay said it has received more than five crore customer applications, crossed three crore app downloads and adds over 25 lakh new users every month. According to the company, more than 65% of its users are from Tier 2 and Tier 3 markets.
