FatakPay Signs Vaani Kapoor as It Repositions Into a Financial Super App
FatakPay has appointed actor Vaani Kapoor as brand ambassador, launching a year-long campaign that repositions the digital financial services company beyond instant credit into a Financial Super App. The campaign opens with a film titled Poore India ko #YahanMilegaLoan, built around personal loans of up to Rs 5 lakh for India's aspirational middle class.
- Brand: FatakPay
- Ambassador: Vaani Kapoor
- Campaign film: Poore India ko #YahanMilegaLoan
- Positioning: repositioning from instant credit to a Financial Super App
- Opening chapter: personal loans up to Rs 5 lakh, for India's aspirational middle class
- Future chapters: covering protection, credit-building and wealth creation
- Channels: ATL, BTL and digital, including OTT, social media, outdoor, influencer collaborations and hyperlocal outreach
- Duration: the campaign runs over a year
A Longer Story Than One Product
The campaign is structured deliberately as a sequence rather than a single launch film. It begins narrowly, on personal loans, and is designed to widen chapter by chapter into borrowing, protection, credit-building and wealth creation as FatakPay's broader ecosystem rolls out.
Abhishek Gandhi, Co-founder and Chief Business Officer at FatakPay, said the company was founded on the belief that every Indian deserves access to financial solutions that help them move forward in life, and that while it began by addressing immediate credit needs, its vision has always been to build a broader financial ecosystem supporting consumers at every stage of their financial journey. He said the Financial Super App now brings borrowing, protection, credit-building and wealth creation onto a single platform, and that this campaign marks the beginning of introducing that wider role to consumers.
Curiosity Before the Product Pitch
Ashwin Shetty, Head of Branding and Communications at FatakPay, explained why the brand chose to lead with a story rather than a conventional product campaign. Every brand reaches a point where it needs to reshape consumer perception, he said, and this campaign marks that moment for FatakPay. Rather than introducing the shift through a standard product campaign, the brand chose to spark curiosity first and let the story unfold organically.
He said Vaani Kapoor's relatability and connection with aspirational India made her the ideal choice to carry that narrative while opening conversations around responsible borrowing.
The film itself is built to challenge conventional perceptions of borrowing, presenting it as a way to support consumer aspirations rather than a last resort, while introducing FatakPay's expanded personal loan offering.
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