lendingplate has launched a new digital campaign, 'Time Hi Time Hai', using humour and slice-of-life storytelling to spotlight the everyday cash crunches that often hit salaried consumers. Featuring actor Vijayant Kohli, the film aims to make digital lending feel more relatable and less intimidating by rooting the narrative in a familiar monthly budgeting slip-up.
Rather than relying on conventional product-led messaging, the campaign draws on a common real-life scenario: an ordinary working professional suddenly faced with an unexpected expense after miscalculating his monthly budget. Through a light-hearted treatment of that moment, lendingplate positions itself as a brand that understands the financial realities of young salaried Indians and can offer quick, hassle-free access to credit when needed.
The campaign marks a shift away from typical financial advertising, using humour as the entry point to build approachability and recall for the brand among digitally savvy consumers.
Speaking on the launch, Ankur Koul, Chief Marketing Officer, lendingplate, said, "With 'Time Hi Time Hai', we wanted to tell a story that millions of salaried Indians can relate to. Instead of focusing on product features, we chose humour to highlight everyday financial situations while reinforcing lendingplate's promise of providing quick and seamless access to credit when it's needed most."
Sharing his experience of being part of the campaign, Vijayant Kohli said, "What I loved about the film was its simplicity and relatability. It's a story about an everyday situation that many people have experienced, and that made the character both authentic and enjoyable to portray."
The digital-first campaign is rolling out across YouTube, Meta and Connected TV, supported by influencer-led content and performance marketing initiatives.
