Eggfirst's 'Fino matlab Fikar Not' campaign starring Pankaj Tripathi positions Fino Payment Bank as a friendly local banker

Eggfirst recently launched Fino Payment Bank’s brand campaign with Pankaj Tripathi. The campaign, ‘Fino matlab Fikar Not’, is aimed at promoting Fino’s products and services, represented through their ever-present and friendly neighbourhood local banker – ‘hamesha available’.

The campaign will be led by a television commercial, conceptualised and executed by Eggfirst.

This will be followed by a plethora of activities, mainly on digital platforms. For Fino, this is a milestone in itself as it marks the brand’s first-ever celebrity endorsement.

Eggfirst recommended Pankaj Tripathi as the brand ambassador mainly due to his popularity in the primary markets of Fino.

Ravi Banka, CEO, Eggfirst, said, “Pankaj Tripathi fits brilliantly as the embodiment of the brand promise. Not only is he massively popular with the masses, but his persona connects very well with the brand as well. Not to mention the amazing credibility he brings to the table.”

Patanjali Patnaik, Creative Director, Eggfirst, said, “The thought ‘Fikar Not’ came from the brand name itself. And who better than Pankaj Tripathi to represent this concept? His ever-cool personality blends superbly with the campaign.”

Rishi Gupta, MD and CEO, Fino Payments Bank, said, “We are extremely pleased to have Pankaj Tripathi, a celebrated artist, as our brand ambassador. We believe the association will go a long way in not only achieving the desired top-of-the-mind brand recall but also in bringing about a paradigm shift in consumer behaviour towards the adoption of digital banking.”    

Pankaj Tripathi will be associated with Fino for two years, during which he will be the face of the brand across platforms.

Anand Bhatia, CMO, Fino, added, “Pankaj Tripathi brings a pan-India connect and an appeal that is in sync with our values of being grounded, real, sincere, honest, competent and hardworking. He is a self-made man, just like our self-made bank.”

FPBL’s target segment, the emerging India customer, is someone who has low levels of financial literacy, technology use, lacks financial inclusion and typically does not have access to basic banking services.

Fino’s merchants serve the banking and financial needs of this segment by offering assisted services through the phygital delivery model. They not only address the pain points of the customers but also help them migrate from offline activity to online activity.

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