Digital lending platform lendingplate has launched a new campaign titled ‘Time Hi Time Hai’, featuring actor Vijayant Kohli, aimed at reframing how short-term credit is spoken about among India’s salaried professionals.
Rather than leading with product features, the campaign uses a slice-of-life, humour-driven narrative to depict a familiar financial moment – a man who miscalculates his monthly budget and finds himself blindsided by an unexpected expense. The relatable framing is designed to position lendingplate not as a transactional lending app, but as a dependable presence during everyday cash crunches.
“With ‘Time Hi Time Hai’, we wanted to tell a story that millions of salaried Indians can relate to,” said Ankur Koul, Chief Marketing Officer, lendingplate. “Instead of focusing on product features, we chose humour to highlight everyday financial situations while reinforcing lendingplate’s promise of providing quick and seamless access to credit when it’s needed most.”
Actor Vijayant Kohli, who fronts the campaign, echoed the sentiment: “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.”
The digital-first rollout spans YouTube, Meta and connected TV (CTV), backed by influencer-led content and performance marketing to widen reach across platforms.
With this campaign, lendingplate joins a growing list of fintech and lending brands leaning into humour and everyday storytelling – rather than jargon-heavy messaging – to build trust and top-of-mind recall among India’s credit-seeking middle class.
