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Fino Payments Bank signs actor Pankaj Tripathi as brand ambassador

During the two-year engagement, Tripathi will be the face of Fino Payments Bank’s marketing campaigns across various platforms. He will work with the brand in promoting its products and services

Fino Payments Bank Limited (FPBL), a fintech for emerging India customers, will now work with actor Pankaj Tripathi as its brand ambassador.

During the two-year engagement effective from September 1, Tripathi will be the face of Fino Payments Bank’s marketing campaigns across various platforms. He will work with the brand in promoting its products and services representing through Fino’s ever present and friendly neighbourhood local banker – Hamesha available!

“This is Fino’s first ever opportunity to have a brand ambassador, a milestone in itself,” said Rishi Gupta, MD and CEO, Fino Payments Bank. “We are extremely pleased to have Pankaj Tripathi, a celebrated artist, as our brand ambassador. Pankaj’s personality resonates our brand values and 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.”     

Tripathi said, “When I heard about Fino’s ‘Fi-kar No-t’ approach I was instantly connected to it as that is how I have lived my life. I owe my success perhaps to this way of thinking and that’s why I immediately agreed to associate with the brand. I want to thank Fino Payments Bank and the agency for choosing me as the face of Fino brand that I could so relate to. I wish them the best of future.”

“The most important step on who would personify the brand is the match between the brand’s attributes and those of the celebrity,” said Anand Bhatia, CMO, Fino Payments Bank. “Pankaj Tripathi brings to the table a pan-India connect and an appeal that is in sync with Fino Payments Bank’s values of being grounded, real, sincere, honest, competent and hardworking. His clear focus on creating social awareness through his endorsements connects well with Fino’s socially inclusive business, making him a perfect brand fit. He is a self-made man, just like our self-made bank.”

Tripathi will be the face of Fino’s first ‘Fikar Not’ campaign conceptualised to allay the fears, especially confidence issues associated with the banking process. Fino believes its customers should not have any ‘Fikar’ or worry when doing banking. In fact ‘FI-kar No-t’ is in its name!

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.

Disclaimer: Fino Payments Bank Limited is proposing, subject to receipt of requisite approvals, market conditions and other considerations, to make an initial public offer of its equity shares and has filed a draft red herring prospectus (‘DRHP’) with the Securities and Exchange Board of India (‘SEBI’).


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