HiveMinds Innovative Market Solutions, a part of Madison World, has won the digital marketing mandate for Rupeek, the gold tech platform, following a multi-agency pitch.
Rupeek is an asset-backed digital lending platform, its investors include Sequoia Capital, Accel Partners, Bertelsmann, GGV Capital, VEF, and Lightbox.
Rupeek’s spokesperson said, “Rupeek is the first brand that has digitised the entire process of obtaining secured credit against gold holdings, allowing users to get instant credit from the comfort of their homes. As we continue to grow and unlock gold-backed credit for a billion Indians, digital marketing will play an important role in driving this momentum further via tech-led gold monetisation (GoMon) in over 120 cities across the country. We are happy to partner with HiveMinds in this digital led growth.”
Deepti Bhadauria, Chief Strategy Officer, HiveMinds, said, “Gold asset loan is a $2 Trillion opportunity in India. There is a massive consumer segment looking for access to cheap capital and monetisation of gold assets that can be unlocked using digital marketing effectively. I am happy that we will be partnering Rupeek, in scaling and building India’s largest digital asset-backed fin-tech platform.”