MAM
Early Salary, Dentsu Webchutney launch ‘Month-End Collection’
MUMBAI: EarlySalary, an innovative lending platform, has joined hands with Dentsu Webchutney, the digital agency from Dentsu Aegis Network, to roll out 10 video films for its ‘Month-End Collection’ product range.
EarlySalary head – marketing Sudesh Shetty says, "With Webchutney coming on board, the clear focus for both of us was to create engaging content that our TG can associate with. A lending product that caters to millennials and Gen Z can be fun and quirky. We are really excited about this project as both – content & the tonality is something that should work well with our audience.
Dentsu Webchutney executive creative director Pravin Sutar commented, “All brands in the financial service category are serious. We chose to be the opposite to stand out. We conceptualised each product keeping in mind the unfulfilled wishes of the consumer during month end to build a strong relevance with them.”
Dentsu Webchutney Aalap Desai senior creative director added, “We deliberately chose humour and sarcasm to convey the message because that’s what 25-somethings today are heavily into. We couldn’t be preachy but we needed to tell them that if they want their wishes and dreams to be fulfilled, they either need to buy the hilarious Month-End Collection products or just download the EarlySalary app. The solution was as simple as that.”
The EarlySalary app enables people to get instant cash in minutes. It has 1,25,000 proud customers so far and has successfully disbursed more than 750 crores, making it the country’s largest consumer lending application and helping its customers tide over their month-end misery.
The Month-End Collection is a specially crafted product range meant for people who want to live their dreams and maintain their aspirational lifestyle even if their wallets can't afford it. For instance, if they can’t enjoy biryani at the end of the month, they can simply buy EarlySalary’s Biryani Perfume to make steamed rice smell like biryani. Can't have a vacation in Goa, buy the Wanderlust Vision binoculars with changeable lenses – to enjoy a view without moving an inch or spending precious bucks. If they don’t have money to fund their drinks at a house party, the House Full Glass Full beer mug that always looks filled is there to save them from drowning in their sorrows.
Brands
Wellbeing Nutrition ropes in Malavika Mohanan as brand ambassador
Actor fronts Marine Collagen and Skin Fuel Glutathione portfolio.
MUMBAI: Malavika Mohanan just became the face of inner glow because when your skincare starts in the bottle instead of the jar, even beauty gets a glow-up from the inside out. Wellbeing Nutrition has appointed acclaimed actor Malavika Mohanan as brand ambassador for its premium Korean Marine Collagen and Skin Fuel Glutathione range. The move signals a deliberate shift in the Indian ingestible beauty segment from surface-level routines to foundation-level nutrition that supports skin health from within.
The campaign positions collagen as the essential “beauty protein” that maintains elasticity and firmness, with daily supplementation reframed as a consistent ritual rather than a quick cosmetic fix. It aims to simplify the science behind collagen and build awareness around long-term skin nourishment.
Wellbeing Nutrition co-founder Saurabh Kapoor said, “In India, collagen is still largely viewed through a cosmetic lens, associated with glow and quick fixes. In reality, it is the primary structural protein of the skin, and we begin losing nearly 1 per cent of it every year in the late 20s. Yet a significant number of consumers remain unaware of its foundational role in long-term skin health. Our goal is to shift the conversation from fixing visible signs to feeding the foundation.”
Malavika Mohanan added, “For me, skincare has always been about consistency and taking care of myself in ways that go beyond just what I apply on my skin. I love the idea of supporting skin health from within, and that’s what drew me to Wellbeing Nutrition’s Marine Collagen and Skin Fuel Gluta.”
The Korean Marine Collagen uses nano-hydrolyzed peptides for better bioavailability, while Skin Fuel Glutathione complements the inside-out approach. The portfolio targets structure, brightness and resilience over time, backed by clinical research.
The ambassador announcement kicks off a broader collagen-focused roadmap for the brand, with planned innovations across formats and functional blends.
In an era where beauty routines are getting deeper than skin, Wellbeing Nutrition isn’t just selling supplements, it’s selling the quiet power of feeding your glow from the inside, one daily scoop at a time.
