airpay Money, the digital financial wellness platform from airpay, has appointed Tonic Worldwide as its digital marketing agency following a multi-agency pitch.
Under the mandate, Tonic Worldwide will develop and execute a digital-first strategy to strengthen awareness of airpay money and position it as a trusted financial wellness platform. The agency will focus on encouraging users to assess their financial health through the platform’s financial health score feature.
Designed to address India's financial literacy gap, airpay money aims to help urban and semi-urban consumers make informed financial decisions through education, goal-setting and financial planning tools.
Speaking on the association, Kunal Jhunjhunwala, Founder, airpay, said, “At airpay, our core mission has always been to bridge the gap in financial access and build platforms that empower Indians. With airpay money, we are shifting the focus from transaction-driven fintech to becoming a true financial friend and mentor for the underserved middle class. Partnering with Tonic Worldwide aligns perfectly with this vision. Their creative expertise and digital-first approach will be instrumental in taking our message of financial education and habit-building to the masses, helping us reach our goal of empowering 20 million users with clarity and control over their financial futures.”
Adding on the same note, Kumar Binit, CEO, airpay money private limited, said, “Our research clearly shows that India's middle-income earners don't need complex investment products pushed on them; they need fundamental financial confidence. Our mission is simple: no Indian should feel hesitant when making decisions on their financial wellness journey. Bringing Tonic Worldwide on board is a strategic step in communicating this mission. Their deep understanding of consumer narratives will help us effectively deliver our product-neutral guidance, allowing us to build lasting, trust-driven relationships with our users and ensure our platform reaches those who need it the most.”
Unmisha Bhatt, Co-Founder and Chief Strategy Officer, Tonic Worldwide, remarked, “Financial wellness is just as fundamental as physical or mental well-being, yet it remains inaccessible to many. We are thrilled to partner with airpay money on this purpose-driven mandate. Our digital strategy is designed to do more than just communicate; it is built to actively guide consumers through their financial education. We want to empower India’s underserved middle class to take true ownership of their future by taking that first step to check and improve their financial health score.”
The account will be managed from Tonic Worldwide’s Mumbai office.
