Brands
FatakPay launches financial super app, names Vaani Kapoor as brand ambassador
New campaign spotlights Rs 5 lakh personal loans as fintech broadens financial services
Mumbai: FatakPay is broadening its ambitions beyond instant credit, unveiling its next phase of growth as a financial super app and appointing Vaani Kapoor as its brand ambassador to lead its biggest integrated marketing campaign yet.
The fintech company said the year-long campaign marks its transition from a lending platform to a broader financial ecosystem offering services across borrowing, protection, credit building and wealth creation.
The first phase of the campaign focuses on personal loans of up to Rs 5 lakh aimed at India’s aspirational middle class. Future chapters will introduce consumers to additional services as the company expands its financial super app offering.
The campaign begins with a teaser-led digital rollout before culminating in a brand film designed to challenge traditional perceptions around borrowing. The company said the campaign aims to position responsible borrowing as a tool to help consumers achieve their financial goals while introducing its expanded personal loan portfolio.
FatakPay co-founder and chief business officer Abhishek Gandhi said the company’s vision has always extended beyond meeting immediate credit needs to building a comprehensive financial ecosystem that supports customers throughout their financial journey.
He said the financial super app brings together borrowing, protection, credit-building and wealth creation on a single platform, with the campaign marking the beginning of that transformation.
The company chose Vaani Kapoor to front the campaign as it looks to reshape consumer perception of the brand and build stronger connections with aspirational India.
FatakPay head of branding and communications Ashwin Shetty said the company wanted its communication strategy to evolve alongside its business transformation. Rather than launching a conventional product campaign, FatakPay opted for a curiosity-led approach that gradually reveals the brand’s broader ambitions.
The campaign will be rolled out through a 360-degree marketing strategy spanning television, digital platforms, OTT services, social media, outdoor advertising, influencer partnerships and hyperlocal activations.
FatakPay said it has crossed 5 crore customer applications and 3 crore app downloads, while adding more than 25 lakh new users every month. More than 65 per cent of its user base comes from Tier 2 and Tier 3 cities, underscoring growing demand for digital financial services beyond India’s largest urban centres.
With the latest repositioning, FatakPay is looking to strengthen its presence in India’s fast-growing fintech market by evolving from a digital lender into a full-service financial platform catering to a wider range of consumer financial needs.
