FatakPay Unveils Financial Super App, Signs Vaani Kapoor

FatakPay, the fintech platform, has announced its transformation into a Financial Super App, going beyond instant credit to provide a broader range of financial services. To mark the shift, the company has launched its biggest integrated brand campaign ever and roped in actress Vaani Kapoor as its brand ambassador.

The year-long campaign will see the unveiling of a new brand story through multiple phases showcasing the growing financial ecosystem of FatakPay. It will be backed by a comprehensive 360-degree marketing strategy spanning ATL, BTL and digital channels.

The campaign is a pitch for personal loans of up to ₹5 lakh targeting the aspirational middle class of India. In future phases, consumers will be introduced to more offerings across borrowing, protection, credit-building and wealth creation available through the Financial Super App.

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Speaking about the company's next phase of growth, Abhishek Gandhi, Co-founder and Chief Business Officer of FatakPay, said the company has always envisioned building a comprehensive financial ecosystem beyond lending.

"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," he said.

The campaign kicks off with a teaser-lead digital rollout, before culminating in a brand film that challenges traditional perceptions around borrowing. The film demonstrates how borrowing responsibly can help people realise their ambitions and introduces the expanded personal loan offer from FatakPay.

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“As the business evolved, we wanted to reshape the consumer perception. Instead of introducing this shift via a conventional product campaign, we decided to create curiosity first and let the story unfold organically,” said Ashwin Shetty, Head of Branding and Communications at FatakPay on the campaign. ‘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,’ he added.

The campaign will be amplified across OTT, social media, outdoor advertising, influencer collaborations and hyperlocal activations making it one of the most ambitious marketing initiatives undertaken by FatakPay to date.

FataPay said it has received over 5 crore customer applications, crossed 3 crore app downloads and is adding more than 25 lakh new users every month. Over 65% of its users are from Tier 2 and Tier 3 cities, indicating a growing acceptance of digital financial services beyond India’s main metros.