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Fi, a neobank for working professionals, urges users to ‘save smart’ in new campaign

The campaign’s target audience is upwardly mobile salaried millennials and working professionals who have been stuck at home, creating presentations for their work

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Fi, a neobank created for working professionals, has launched its campaign for the Indian Premier League season but with a twist.

The ad is focused at its target audience of upwardly mobile salaried millennials and working professionals who have been stuck at home, creating presentations for their work. The campaign would be live across Hotstar, YouTube and Instagram in the duration of the latest season of the Indian Premier League.

Sujith Narayanan, Cofounder and CEO, Fi, said, “The IPL is a fairly high-decibel, high-energy event on TV. Brands (us included in the past) spend big money on producing and airing ads. We were looking at ways to say Fi is a savings account that’s all about saving smart. Fi’s features help users save smart through unique and intuitive ways that users will enjoy. Our campaign sort of walks that talk, by airing the ad in the form of a presentation, a tool we’re more than familiar with by now thanks to working from home for a year and a half.”

Built for the digital-first generation, Fi makes finance more accessible to users. Fi has features such as Ask Fi, a financial assistant allows users to ask questions about their spends such as — “How much did I spend on shopping this month?” or “Show me my Goa Trip spends”.

Fi has a unique feature called FIT Rules that allows users to save using condition-based rules, such as “Set aside Rs 50 each time I order food online” or “Set aside Rs 6 each time Virat hits a 6”. Fi’s debit card features in the campaign that comes loaded with offers and zero forex charges. Users save money in ‘Jars’ for things they want and earn up to 5.1% interest on them.

Fi launched its app waitlist for early access in April 2021. Users who signed up on the waitlist got access to an instant, zero balance savings account and a debit card issued in partnership with Federal Bank and Visa.

Fi's innovation lies in creating an intuitive, personalised, and transparent digital banking experience. The Fi app listens to your needs, understands your wants, and gently nudges you to achieve your money aspirations. Every aspect of Fi's design minimises friction for the digital-first generation. It's a secure digital platform built in partnership with banks. As an integrated financial services platform, Fi's users gain access to a new-age savings account and money management tools with features that help users know their money, grow their money and organise their funds. The Fi app’s users can earn rewards for saving money as well.

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