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FINO PayTech takes animation route for maiden brand campaign

The TVC, conceptualised by Climb Media, talks about social change with a very simple story format

FINO PayTech takes animation route for maiden brand campaign

The TVC, conceptualised by Climb Media, talks about social change with a very simple story format

BestMediaInfo Bureau | Delhi | May 1, 2013

FINO PayTech Limited, the company that enables financial inclusion, has launched its first television commercial. The TVC, which is on air at present, talks of how the company has brought the benefits of access to banking services to the doorsteps of the poor. This has been done through an animation film which uses characters like FINO Man, Kanhaiya and Bandhu, whom one can relate to easily. The essence of the commercial is its simplicity.

“As the pioneers in the space of financial inclusion, it is has been an eventful journey so far for FINO PayTech. As we push for greater inclusive growth, we believe it is important for all the stakeholders to know what is happening and what is possible in this space. The story we are trying to communicate is not merely about a product or a company. It actually tells you about the ills of informal credit channels prevalent across the country to the advantages of access to formal banking services that can change the financial landscape in rural and unbanked India. The FINO Bandhu is not merely an agent of the company but a catalyst for social change,” said Shweta Aprameya, Vice-President, FINO PayTech.

The commercial, titled ‘FINO ki Kahani Kanhaiya ki zubaani’, has been created by Climb Media.

Kireet Khurana, Creative Producer of Climb Media, said, "The fascinating success story of FINO PayTech and its impact on the entire country is something that was entreating to be told. We are happy and privileged to have been given this opportunity to weave an emotionally connecting story with FINO's empowering cause and achievements in the financial inclusion domain, bringing it to the fore. Animation has been created in a way to convey the message in a simple yet effective manner."

The commercial is on air from April 23 to May 5, 2013 and will be telecast across TV channels such as CNBC-TV 18, NDTV 24x7, Aaj Tak, Dilli Aaj Tak and Tez.

FINO PayTech enables sourcing, acquiring and servicing of micro customers at their doorstep. The model is built to offer bouquet of products to clients and their customers at affordable prices across channels as compared to traditional infrastructure based delivery models. It has a comprehensive product suite ranging from savings bank accounts, loan products, recurring deposits, remittances, insurance products, government disbursements etc. The advantage of FINO PayTech solutions is that of a complete package – end-to-end technology and business correspondent services. These solutions enable seamless delivery at scale through secure transaction mechanisms that reinforce trust and enhance user experience.

FINO PayTech solutions are anchored around using biometric smart card and hand?held devices known as POT (point of transaction) machines for field operations and biometric authentication. The widely reported Government welfare scheme payments through Unique Identification Project – Aadhaar – linked bank accounts is made possible through FINO PayTech technology expertise and Business Correspondent network. Since its inception in 2006, the company has built a customer base of 61 million people with 45000 service points and a presence in 460 cities across India.

The TVC:


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