SMFG India Credit taps White Rivers Media for digital push

MUMBAI: SMFG India Credit is giving its digital presence a fresh makeover, appointing White Rivers Media as its digital agency to drive the next phase of its online growth.

The mandate puts one of India’s leading independent digital agencies in charge of shaping a comprehensive digital strategy for the fast-growing NBFC, a subsidiary of Japan’s Sumitomo Mitsui Financial Group. The focus will be on building stronger connections with customers across India, particularly among underserved segments that are increasingly turning to digital channels for financial access.

White Rivers Media will handle strategy, campaigns and content, aiming to boost engagement and bring greater consistency to SMFG India Credit’s digital conversations. Known for blending creativity with data-led thinking, the agency is expected to help the brand cut through the clutter and speak with a clearer, more relatable voice online.

White Rivers Media co-founder and chief executive officer Shrenik Gandhi, said the partnership would centre on understanding audience behaviour and current trends to ensure the brand connects meaningfully with consumers in a crowded digital landscape.

As part of the collaboration, the agency will work on expanding SMFG India Credit’s digital footprint by tapping into cultural moments, shaping engagement-led narratives and creating content designed to resonate with diverse audiences across regions.

Founded in India in 2007, SMFG India Credit operates as a registered NBFC-ICC and has steadily built a wide national presence. Along with its housing finance arm, SMFG Grihashakti, the company serves customers across more than 670 towns and 70,000 villages through nearly 1,000 branches and a workforce of over 22,000 employees.

From small businesses to individual borrowers, SMFG India Credit offers a broad range of lending solutions, spanning SME finance, vehicle loans, home and personal loans, loans against property and rural livelihood advancement. With its new digital partner on board, the lender is now looking to make its online journey as accessible and inclusive as its on-ground reach.