Operating in the country since 2007, Fullerton India, a credit company, recently launched its first-ever integrated campaign to communicate with larger audiences and offer them solutions to fulfil their dreams and aspirations.
Conceptualised by IdeateLabs, the campaign highlights the brand’s efforts on creating relationships across all customer segments with tailored credit offerings. The TVC emphasises on Fullerton’s transformation to a digitally savvy, customer-centric organisation.
The campaign’s media buying and planning was handled by TLG, through its division Zenith. The maximum focus is on TV, outdoor and digital mediums with a smaller percentage towards cinema and radio.
“Through our campaign, we wanted to connect our diverse businesses and varying segment of customers with one voice and one message that we are Fullerton India #Rishtaa Sammaan Ka. We are also looking to strengthen our brand recall and we aim to further reinforce our brand and connect,” said Shilpa Desai, GM and Head of Marketing, Cross Sell and Corporate Social Responsibility Fullerton India.
According to Desai, the idea behind launching the campaign was to demystify borrowers to fulfil their dreams, ambitions and create relationships across all customer segments with tailored offerings of Fullerton India. “This strategy has helped us to achieve a steady growth,” she said.
“Credit is a strong relationship-based product, which relies on trust, respect and loyalty, and our communication leverages these key attributes while forming the creative strategy. Both our urban and rural businesses are based on an in-depth understanding and respect for our customers’ needs our campaign reflects this belief,” Desai said.
By leveraging on the latest technology and investing in digital platforms, Fullerton India has created seamless processes that have enabled the NBFC company to spread its presence across the geographical landscape of the country.
“Our core enabler has been our digital solutions, which has reached out to larger audiences across geographical locations. Further, we strengthened our investments in analytics and technology, incorporating data with our business models to improve customer engagement. Today, this framework has helped us to remain distinct and create an effective approach to deliver on market and customer preferences — fuelling growth and business assessment,” said Desai.
Apart from this, Fullerton’s distribution network and customised offerings enable the organisation to meet the diverse needs with varied aspirations from different segments and geographies. “Over time, we reshaped our initiatives to transform the way we engage with our customers in providing value-added services,” she said.
Given the growing appetite and need for credit in the Indian market, both by individuals and business entities, Fullerton India is planning to scale its business growth in FY’20.
With over 3.6 million customers across all segments ranging from tier II-IV locations, the NBFC has created a significant presence by understanding and serving the diverse needs of customers across the geographical landscape.
“We are well distributed and provide opportunities with our wide network of 648 branches, 600 towns and 58,000 villages. We operate in niche sectors, and provide financial access to the underserved and un-served segments. By doing so, we have introduced people to formal credit,” Desai concluded.