FatakPay has announced its transition into a Financial Super App and appointed actor Vaani Kapoor as its brand ambassador as the fintech platform expands its offering beyond instant credit to a broader range of financial solutions.
The company has launched an integrated brand campaign to introduce its new positioning, with the year-long initiative set to roll out in multiple chapters. The first phase will focus on personal loans of up to ₹5 lakh aimed at India's aspirational middle class, before expanding the narrative to FatakPay's wider financial ecosystem.
Speaking about FatakPay's next phase of growth, Abhishek Gandhi, Co-founder and Chief Business Officer, FatakPay, said, "FatakPay was founded on the belief that every Indian deserves access to financial solutions that help them move forward in life. While we began by addressing immediate credit needs, our vision has always been to build a broader financial ecosystem that supports consumers at every stage of their financial journey. Today, we are bringing that vision to life through a Financial Super App that combines borrowing, protection, credit-building and wealth creation on a single platform. This campaign marks the beginning of that journey, introducing consumers to the wider role FatakPay is set to play in their financial lives.”
The campaign begins with an intrigue-led digital rollout, followed by a campaign film that introduces the platform's expanded personal loan offering and its broader positioning as a Financial Super App. The film also seeks to challenge conventional perceptions around borrowing by presenting responsible borrowing as a way to support personal aspirations.
Commenting on the campaign, Ashwin Shetty, Head of Branding and Communications, FatakPay, said, "Every brand reaches a point where it needs to reshape consumer perception, and this campaign marks that moment for us. As our business evolves, we wanted our communication to evolve alongside it. Rather than introducing this shift through a conventional product campaign, we chose to spark curiosity first and let the story unfold organically. Vaani Kapoor's relatability and strong connect with aspirational India made her the ideal choice to bring this narrative to life while opening conversations around responsible borrowing."
The campaign will be rolled out through a 360-degree marketing strategy covering ATL, BTL and digital activations, including OTT, social media, outdoor advertising, influencer collaborations and hyperlocal outreach.
The platform said it has received more than 5 crore customer applications and recorded 3 crore app downloads, with over 25 lakh new users onboarded every month. More than 65% of its users are from Tier-2 and Tier-3 markets, according to the company.
