EarlySalary's 'Month-End Collection' can ease month-end pain when wallet is empty

Lending platform EarlySalary has rolled out 10 video films for its ‘Month-End Collection’ product range, joining hands with Dentsu Webchutney, the digital agency from Dentsu Aegis Network.

The Month-End Collection is a specially crafted product range meant for people who want to live their dreams and maintain their aspirational lifestyle even if their wallets can't afford it. For instance, if they can’t enjoy biryani at the end of the month, they can simply buy EarlySalary’s Biryani Perfume to make steamed rice smell like biryani. Can't have a vacation in Goa? Buy the Wanderlust Vision binoculars with changeable lenses to enjoy a view without moving an inch or spending precious bucks.

If there is no money to fund drinks at a house party, the House Full Glass Full beer mug that always looks filled is there to save them from drowning in their sorrows. But the best solution to wish away the month-end pain — downloading the EarlySalary app and getting instant cash in minutes.

For a working professional in India, the end of the month is synonymous with monetary crisis and conflict. That's exactly where EarlySalary helps you with instant cash in minutes. With their financial services, they have decided to jolt these young professionals out of their plight with the refreshingly humorous and sarcastic ‘Month-End Collection.’

Sudesh Shetty

Sudesh Shetty, Head, Marketing, EarlySalary, said, “With Webchutney coming on board, the clear focus for both of us was to create engaging content that our TG can associate with. A lending product that caters to millennials and Gen Z can be fun and quirky. We are really excited about this project as both content and the tonality is something that should work well with our audience.” 

Pravin Sutar

Pravin Sutar, Executive Creative Director, Dentsu Webchutney, said, “All brands in the financial service category are serious. We chose to be the opposite to stand out. We conceptualised each product keeping in mind the unfulfilled wishes of the consumer during month-end to build a strong relevance with them.”

Aalap Desai

Aalap Desai, Senior Creative Director, Dentsu Webchutney, said, “We deliberately chose humour and sarcasm to convey the message because that’s what 25-somethings today are heavily into. We couldn’t be preachy but we needed to tell them that if they want their wishes and dreams to be fulfilled, they either need to buy the hilarious Month-End Collection products or just download the EarlySalary app. The solution was as simple as that.”

The Campaign:

House Full Glass Full:

Sticky T-Shirt Stickers:

Wanderlust Vision:

Food Mat:

Biryani Perfume:

Sho-Sha Shopping Bag:

Book My Trailer:

Fameuse Artist:

Imported Stickers:

Handcrafted Rhyming words:

Credits:

Agency: Dentsu Webchutney

EVP & Branch Head: Nishi Kant

Executive Creative Director: Pravin Sutar

Senior Creative Director: Aalap Desai

VP Client Servicing: Harsh Shah

Senior Brand Strategist: Pragati Rana

Associate Creative Director, Copy: Yash Kulshreshtha

Associate Creative Director, Art: Ananda Sen

Senior Art Director:  Aabhaas Shreshtha

Senior Visualiser: Soumya Ganesh

Account Manager: Shweta Bajirao

Senior Copywriter: Animesh Mathur

Copywriter: Sandipan Deb

Copywriter: Anirudh Venugopal

Account Executive: Yash Dugar

 Client Team

Akshay Mehrotra

Sudesh Shetty

Production House: Silver Ivory

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