Fibe Unveils AI-Powered ‘Jiyo Full Size’ Campaign
Fibe has launched its AI-generated 'Jiyo Full Size' campaign, highlighting how personal loans can help consumers achieve life goals without financial compromise.
SociapaHQ
Digital lending platform Fibe has rolled out ‘Jiyo Full Size’, a new AI-generated campaign highlighting how financial constraints force people to scale down or postpone their personal aspirations.
The campaign is a three-part film series tackling common needs for personal loans, such as weddings, travel and home improvement. The films are based around the question “Paisa kahan se aayega?” and the answer to that question is “Paisa yahan se aayega”. The films are building Fibe as a solution to finance important moments in life.
The campaign, the company said, reflects the experiences of middle-income consumers who frequently turn to personal loans for their big life moments but often settle for less in the face of financial constraints.
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Check out the campaign here:
Campaign Vision:
Commenting on the campaign, Sudesh Shetty, Chief Marketing Officer, Fibe said, “The initiative is an extension of the company’s focus on empowering consumers to pursue their aspirations without scaling them back.
"Our latest campaign is called Jiyo Full Size and is a natural extension of what Fibe has always stood for – enabling the aspirations of India's middle-income consumers. Whether it's a dream wedding, a long-awaited holiday or creating a home you truly love, these are some of the moments for which consumers most often turn to personal loans, but they're also the moments where financial constraints can sometimes lead to compromise," he said.
"We wanted to capture that reality in a way that felt relatable, optimistic and memorable. AI gave us a fresh creative canvas to bring this idea to life, while staying true to our belief that aspirations deserve to be lived full size," Shetty added.
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AI Creativity:
The campaign was created in collaboration with AI agency Mun Creative and used artificial intelligence to develop the visual approach across the three films. The AI-made visuals depict aspirations shrinking in size, only to be restored, a visual reinforcement of the campaign’s core message.
Commenting on the creative approach, Harsh Shah, Managing Director, Punt Creative, said: “There’s no denying that financial constraints often become the biggest roadblock to fulfilling ambitions. This campaign aims to mirror that.
“Dreams for young India are never small. The difficulty is often when money is the reason to make a compromise. “AI helped us to dramatise the emotion of dreams getting smaller in a format that is instantly relatable and memorable,” he said.
The campaign is live across Fibe’s digital and social media platforms and is targeted at digitally active consumers across India.
Fibe offers personal loans of Rs 10 lakh via its app, mainly targeting salaried professionals.
