LenDenClub, India’s leading peer-to-peer (P2P) lending platform and part of Vartis Platforms, has launched a new brand campaign titled ‘Bring Swag to Your Portfolio’. Rolled out as a four-film digital series, the campaign uses humor and sharp cultural cues to highlight how disciplined lending and regular earnings can bring both stability and confidence to personal investing.

At the heart of the campaign is the character “Swag”, played by actor and television personality Suchit Vikram Singh. Styled as a British Nat Geo–inspired spoof documentary, the films follow Swag as a composed and unflappable lender who navigates market volatility and everyday financial stress with ease-powered by steady earnings through LenDenClub. Suchit’s familiar on-screen presence adds relatability, positioning structured investing as approachable, especially for younger, digitally native audiences.

Each film tackles a common financial anxiety, from unpredictable markets and long lock-in periods to shrinkflation and myths around passive income. Set across everyday situations-such as a tense office elevator, exaggerated influencer advice, or shrinking lifestyle expectations-Swag remains calm and collected, reinforcing the idea that a balanced portfolio can lead to a balanced mindset.

Commenting on the campaign, Bhavin Patel, Co-Founder and CEO, LenDenClub, said the objective was to move away from fear-led financial communication and instead spotlight the confidence that comes from consistency and regular earnings through P2P lending. He added that the character of Swag represents a new-age investor who values clarity, flexibility and long-term thinking over noise and hype.

The films are being amplified across YouTube, Instagram, LinkedIn and Twitter, forming part of LenDenClub’s broader strategy focused on financial inclusion, short-tenure lending and promoting regular earnings as a stabilising force in uncertain market conditions.