Mumbai: Fibe (formerly known as EarlySalary), one of India’s personal loan apps, has unveiled its newest commercial campaign, featuring Tahir Raj Bhasin. To connect with today’s young generation and spread the reach of its financial services across the country, the actor was appointed as the brand ambassador of Fibe in 2022.
The campaign highlights Fibe’s personal loan offering as a quick and easy solution for all your big and small life upgrades. It builds on the success of the previous brand film #PaiseWaliVibe, featuring Bhasin discovering Fibe’s offerings to fuel all his larger-than-life upgrades. In the new films, he realises that many people use immediate cash to fulfil their everyday needs. The joyful tone of the brand is present in the films, which highlight a variety of relatable situations that young millennials and GenZs encounter as well as how personal loans may improve people's lives. It has three different ads that demonstrate how easy it is to use Fibe to pay for a weekend getaway, a 65-inch TV for the family, or a new phone for oneself. Thus, affirming the company's claim to give customers immediate cash with no questions asked. VeryBusyPeople is the creative team behind these advertisements.
The #PaiseWaliVibe campaign, which started in October 2022, had a significant impact by reaching 5 crore new customers and serving 14 crore impressions. This time again, Fibe is targeting various digital platforms, including Facebook, LinkedIn, Twitter, Instagram, and OTT platforms. The campaign will also be featured on Fibe’s affiliate partner websites and aggregator platforms to reach a wide audience.
Speaking on the launch, Fibe founding member & director - marketing Sudesh Shetty said, “The first #PaiseWaliVibe campaign highlighted the brand as a hassle-free solution for any credit need, no questions asked with a series of larger-than-life scenarios. While we continue to reiterate the promise in the second campaign, we do so by showcasing various real-life aspirations of millennials & GenZs and how Fibe’s personal loan can help fulfil them, with a touch of delightful humour.”
Speaking about the new campaign with the brand, Bhasin said, “After witnessing a positive response to the first campaign, I am thrilled to be a part of Fibe’s second set of campaigns. It's heartening to be associated with a brand that is committed to empowering people and transforming their financial journeys. We are excited to showcase the power of Fibe’s offerings in fulfilling the diverse aspirations of young individuals, making their aspirations truly attainable. Fibe has recently rebranded from EarlySalary as a testament to its effort to provide a hassle-free financing experience to its consumers. The name signifies a step towards embracing a superior customer-centric approach, placing an exceptional customer experience at the heart of its business model."
