airpay money, the digital financial wellness platform from airpay, has appointed Tonic Worldwide as its integrated brand communication partner following a multi-agency pitch. The partnership is aimed at strengthening the platform’s brand presence and driving awareness around financial wellness among Indian consumers.

Positioned as a financial wellness platform rather than a traditional fintech service, airpay money focuses on helping users make informed financial decisions through education, goal-setting, and long-term financial planning. The platform primarily caters to urban and semi-urban consumers who often lack access to personalised wealth advisory services.

As part of the mandate, Tonic Worldwide will lead a digital-first communication strategy designed to establish airpay money’s positioning in the market while encouraging users to assess and improve their financial health. The agency will work on building awareness, engagement, and trust through targeted storytelling and consumer-focused campaigns.

Commenting on the partnership, Kunal Jhunjhunwala, founder of airpay, said the company’s vision is to bridge financial literacy gaps and empower users with the knowledge and confidence needed to manage their finances effectively. He added that Tonic Worldwide’s expertise in digital communications would play a key role in expanding the platform’s reach and impact.

Kumar Binit, CEO of airpay money, highlighted the growing need for financial confidence among India’s middle-income consumers, noting that the platform aims to provide practical, product-neutral guidance rather than pushing financial products.

Unmisha Bhatt, co-founder and chief strategy officer at Tonic Worldwide, said the collaboration presents an opportunity to make financial wellness more accessible and relatable for a wider audience.

The account will be managed from Tonic Worldwide’s Mumbai office, with a focus on driving consumer engagement and promoting responsible financial decision-making across India.