Mumbai-based fintech FatakPay announces its expansion into a comprehensive financial super app, featuring actor Vaani Kapoor in a new brand campaign that highlights responsible borrowing and a wider suite of services beyond instant credit.
FatakPay has set out its latest push to recast itself as a financial super app, widening its pitch beyond instant credit and using actor Vaani Kapoor as the face of a new year-long brand campaign. The Mumbai-based fintech said the repositioning will introduce consumers to a broader suite of services, with the first phase centred on personal loans of up to ₹5 lakh aimed at India’s middle-class borrowers.
The company said the campaign is being staged in chapters, beginning with a teaser-led digital rollout before a full campaign film reveals the new direction. FatakPay is framing the message around responsible borrowing as a way to support bigger life goals, while also signalling that loans are only one part of a wider offering that will eventually include insurance,
Abhishek Gandhi, co-founder and chief business officer, said the company had always intended to build a wider financial ecosystem rather than remain focused only on short-term credit. Ashwin Shetty, who heads branding and communications, said the business had reached a point where its marketing needed to reflect its changing product mix. Kapoor was chosen, the company said, because of her appeal to aspirational consumers.
FatakPay says it already has more than 5 crore customer applications, 3 crore app downloads and adds over 25 lakh new users a month. More than 65% of its users are in Tier 2 and Tier 3 markets, underscoring the company’s bet that demand for digital financial services is growing well beyond India’s largest cities. Its website says the platform also offers digital gold and silver, insurance and credit-improvement tools, while its about page says it aims to reach 10 million customers over the next five years.
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