Fino Payments Bank’s campaign with Pankaj Tripathi is a fresh take on customer engagement
The ‘Aaiye Toh Sahi’ campaign drives home Fino Bank’s value proposition through various characters played by Pankaj Tripathi
Fino Payments Bank has come up with a new campaign with brand ambassador Pankaj Tripathi. The campaign is designed to reinforce the trust factor in the backdrop of a shift in the way people can do banking.
The ‘Aaiye Toh Sahi’ campaign drives home Fino Bank’s value proposition through various characters played by Pankaj Tripathi. The actor portrays three different roles – a customer wishing to open a bank account and looking for an ATM to withdraw cash, a shopkeeper who is a Fino banker and also that of his assistant.
“The OTT consumption pattern amongst the segment we are targeting is an interesting trend that could open up new avenues for marketers and customers,” said Anand Bhatia, CMO, Fino Payments Bank. “The local kirana or mobile repair shop as the new banking point is a cultural shift for people used to conventional branches. Our #AaiyeTohSahi campaign is aimed at reinforcing the trust as well as enabling customer behaviour change in adopting branchless banking, by essentially experiencing Fikar Not banking. Given the wide spread use of OTT and social media we intend to reach out to a larger segment through these platforms. Our messaging efforts will be further amplified by the strong connect of our brand ambassador in urban and rural markets across the country.”
On being the face of the bank, Pankaj Tripathi said, “I feel proud to be a part of Fino Payments Bank because of its reach even in the remote areas of India, where banking is still a privilege. Coming from a rural background, I feel the connection with the brand because we had troubles with banking facilities in our village. Fino is coming out as a leader in payments services all over India and definitely making banking accessible and easy for all.”
Ashish Banka, CEO of EggFirst, the creative agency behind the campaign said, “After the success of Fino Matlab Fikar Not, we are back with our latest campaign #AaiyeTohSahi with Pankaj Tripathi, who plays a never seen before triple avatar. Fino makes banking more accessible and hassle-free for the under-banked and unbanked. Over time, consumers from Tier 1 and 2 markets have showcased their love and trust in brand Fino."
