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Lendingplate Unveils 'Time Hi Time Hai' Digital Campaign

Ad Tribe! Bureau2 min read
Lendingplate Unveils 'Time Hi Time Hai' Digital Campaign

Lendingplate has unveiled its latest brand campaign, 'Time Hi Time Hai', a humour-led digital film that turns familiar short-term cash-crunch situations into a relatable story. The campaign features actor Vijayant Kohli, widely recognised as Mama from the web series 'Sapne vs Everyone'. The film follows an ordinary man who has simply miscalculated his monthly budget and suddenly finds himself dealing with an unexpected expense, drawing humour from an experience many people can relate to.

  • Brand: Lendingplate (digital lending)
  • Campaign: 'Time Hi Time Hai' - a humour-led digital film
  • Features actor Vijayant Kohli (Mama from 'Sapne vs Everyone')
  • Rolled out across YouTube, Meta and Connected TV

Why Lendingplate Chose Humour Over Hard Sell

Rather than leaning on urgency or financial jargon, Lendingplate has opted for everyday humour to make its point. By anchoring the narrative in a situation as ordinary as a miscalculated monthly budget, the brand sidesteps the seriousness usually associated with credit advertising. The choice of Vijayant Kohli, already familiar to digital audiences through 'Sapne vs Everyone', adds an extra layer of relatability, allowing the film to lean on his existing recognition rather than building a character from scratch. The approach signals a deliberate move to make digital credit feel less intimidating and more like a practical, everyday solution.

A Digital-First Push Aimed at Young Professionals

With 'Time Hi Time Hai', Lendingplate aims to strengthen its brand recall among young salaried professionals while making digital credit more approachable through relatable storytelling and a customer-first borrowing experience. The campaign has been designed as digital-first from the outset, rolling out across YouTube, Meta and Connected TV. This spread is further supported by influencer-led content and performance marketing, indicating an intent to reach audiences across both passive viewing and highly targeted, conversion-focused channels. The combination of a story-driven film with performance-oriented amplification suggests Lendingplate is positioning the campaign to serve two goals at once: building broader brand awareness while also driving measurable engagement among the young salaried segment it is targeting. As short-term credit products compete for attention in a crowded digital lending space, campaigns built around relatable, humour-driven storytelling offer brands a way to stand out without overstating claims or relying on urgency-driven messaging.

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