Niyo targets salaried millennials with #AapkiSalaryKitnaKamatiHai campaign

NiyoX, the consumer neo-banking platform which is also an associate sponsor for IPL 2022 on Disney+ Hotstar, has launched a series of digital films as part of its new  #AapkiSalaryKitnaKamatiHai campaign.

The films showcase NiyoX’s unique salary account proposition which as per the platform helps an individual make more out of their salary with 7% interest, rewards on salary each month, no commission mutual fund, no charges on forex and other features. 

Launched last year, NiyoX is a two-in-one, wealth+savings account offering in partnership with Equitas Small Finance Bank.

The new ad campaign has been conceptualised and executed by Havas media, featuring actors - Yashaswini Dayama, Abhay Mahajan, Naveen Kasturiya and others.

The series of digital films aims to prompt salaried millennials and GenZ to now think of their salary as a medium to earn more. NiyoX salary account comes packed with rewards that an individual can earn each month on their salary, thereby getting that ‘extra’ every month.

The campaign stance cuts through the clutter and compels you to think of a brand new question - How much does my salary earn?

Niyo Business Head Tushar Verma said, “Digital innovations have been at the heart of Niyo. Last year we launched NiyoX, a full-suite banking app, to transform the way the millennials and GenZ bank. With 13 lakh+ customers, we are the fastest growing and most preferred neo-banking platform. Decoding the pulse of our aspirational customers, we realised that this generation wants to make the most of everything, so why not their salary too? Hence, we introduced a unique and industry-first offering - a salary account that rewards you. We teamed up with our creative partners Havas Media and launched these quirky films to encapsulate the essence of this new offering.”

Bobby Pawar, Chairman and Chief Creative Officer, Havas Group India, said, “If you look around, you’ll find many questions circling around money – do you have crypto, what are NFTs, OTP aaya kya, etc. But we wanted to pose a question that’ll shake your very notion of salaries – Aapki Salary Kitni Kamati Hai? (How much does your salary earn?) A simple question that’ll make you question your existing salary account. Needless to say, we went to town with this idea and doled out some funny stuff. If it could make this old man relook at his salary account, we can only imagine the meaningful impact it’ll have on the young generation.”

The campaign is based on the insight that an individual’s salary account is an account that they use most often. They use this account by default, simply because it was created for them at the time of their company onboarding. Very rarely do people ask themselves if the salary account they operate and use is actually working for them effectively. The digital films bring to light the fact that a salary account with NiyoX offers customers control and ease-of-use over their salary account making it rewarding with cashbacks and unique rewards along with high interest rates on their bank balance. 

Credits:

Creative agency: Havas Creative Mumbai

Bobby Pawar: Chairman & Chief Creative Officer, Havas Group

Arindam Sengupta: Chief Client Officer and Managing Partner - West & South

Ashirwad Mhatre: Executive Creative Director

Gazal Jain: Associate Creative Director

Shreshth Trehan: Senior Planning Director

Ganesh Hegde: Associate Vice President, Account Management Director:

Production House: Windchimes Films

Director: Kunal Kunal Pardeshi

Executive Producer: Feroz Khan

Producer: Seap Bhagchandani

Info@BestMediaInfo.com