FatakPay has appointed actor Vaani Kapoor as its brand ambassador, timing the move with a new campaign that marks the company’s expansion from a lending app into a full-fledged Financial Super App. The year-long campaign kicks off by spotlighting personal loans of up to ₹5 lakh, with future phases set to introduce the rest of FatakPay’s financial ecosystem. It will run across television, digital platforms, OTT, outdoor advertising, influencer collaborations and on-ground activations.
Abhishek Gandhi, co-founder and chief business officer at FatakPay, said the company was built on the idea that every Indian deserves access to financial solutions that help them move forward, and that its long-term vision was always a broader ecosystem rather than just credit. He said the Financial Super App now brings together borrowing, protection, credit-building and wealth creation on one platform, with this campaign introducing consumers to that expanded role.
Ashwin Shetty, head of branding and communications at FatakPay, said the brand chose to spark curiosity rather than lead with a conventional product push, letting the repositioning unfold organically. He added that Vaani Kapoor’s relatability and connect with aspirational India made her fit for a narrative built around responsible borrowing.
FatakPay said it has crossed five crore customer applications and three crore app downloads, and is adding more than 25 lakh new users every month. Over 65% of its user base comes from Tier 2 and Tier 3 markets, underlining the brand’s reach beyond metro India.
