Lendingplate Launches ‘Time Hi Time Hai’ Campaign
Lendingplate launches its 'Time Hi Time Hai' campaign, using humour and relatable storytelling to promote quick digital personal loans for salaried professionals.
SociapaHQ
Lendingplate, a digital lending platform and a subsidiary of Unifinz Capital India Limited (UCIL), has launched a new brand campaign ‘Time Hi Time Hai’, that uses humour and everyday storytelling to demonstrate how quick digital personal loans can help consumers manage temporary financial shortfalls.
The digital-first campaign breaks away from the traditional product-centric financial advertising and rather focuses on relatable situations faced by salaried professionals who often find themselves short on funds before payday.
The campaign stars actor Vijayant Kohli, more popularly known as Mama from the web series Sapne vs Everyone. It tells a slice-of-life story where a person undergoes an unexpected expense after underestimating his monthly budget. Instead of dramatising the situation, the video employs humour to mirror the realities of everyday finance and positioning lendingplate as a provider of fast and smooth access to credit.
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Check out the campaign here:
Humour-Led Campaign:
Commenting on the campaign, Ankur Koul, Chief Marketing Officer, lendingplate, said the objective was to connect with millions of salaried Indians through familiar life experiences instead of focusing solely on product features.
"'Time Hi Time Hai' tells a story that many working professionals can relate to. By using humour, we wanted to highlight everyday financial situations while reinforcing lendingplate's promise of providing quick and seamless access to credit whenever it is needed," he said.
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Vijayant Kohli said the campaign resonated because of its simplicity and authenticity.
"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," he said.
The campaign will be rolled out across YouTube, Meta and Connected TV (CTV) supported by influencer collaborations and performance marketing initiatives targeting digitally active salaried professionals across India.
