Marking a major milestone in its growth story, fintech platform FatakPay has officially announced its evolution into a full-suite Financial Super App. To launch this strategic transition beyond instant credit, the company has onboarded Bollywood actor Vaani Kapoor as its brand ambassador and kicked off a high-impact, 360-degree brand campaign spanning digital, ATL, and BTL channels.
The year-long, multi-chapter initiative begins with a sharp focus on offering higher-ticket personal loans of up to ₹5 lakh to India’s aspirational middle class. As the campaign unfolds, FatakPay will progressively introduce consumers to its broader financial ecosystem—integrating borrowing, credit-building, insurance protection, and wealth creation into a single, seamless platform.
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. 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 opens with an intrigue-led digital rollout before culminating in the launch of the campaign film, where the mystery is finally revealed. Challenging conventional perceptions around borrowing, the film reinforces the idea that responsible borrowing can be an enabler of life’s aspirations. It introduces FatakPay’s expanded personal loan offering while setting the stage for the brand’s broader transformation into a Financial Super App.
Commenting on the campaign, Ashwin Shetty, Head of Branding and Communications, FatakPay, added, “Every brand reaches a point where it needs to reshape consumer perception, and this campaign marks that moment for FatakPay. 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.”
Marking one of FatakPay’s most ambitious go-to-market initiatives to date, the campaign will be amplified through a comprehensive 360-degree marketing strategy spanning ATL, BTL and digital activations, including OTT, social media, outdoor advertising, influencer collaborations and hyperlocal outreach.
With more than 5 crore customer applications, 3 crore app downloads, and over 25 lakh new users onboarded every month, FatakPay continues to expand access to digital financial services across India. More than 65% of its users come from Tier 2 and Tier 3 markets, reflecting the growing demand for accessible financial solutions beyond India’s largest cities.
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