Paisa Hota Toh Kaisa Hota - Fifth Estate Agency LLP

860k
TOTAL VIEWS

1.47m+
PEOPLE REACHED

5.5m+
IMPRESSIONS GARNERED

Bajaj Finserv, India’s leading NBFC, has been instrumental in empowering over 20 million Indians by providing them with their first-ever loans or EMI cards over the past 15 years. However, despite such strides, access to quality credit remains a challenge in India, compounded by the societal taboo surrounding conversations about borrowing and lending money.

Related Work

- Perfect Use of PPC to Boost Revenue For EFL

- A Hyper Local Digital Campaign

Challenge

To position Bajaj Finserv as the institution that aids financial independence by providing good quality credit.

Our Approach

We wanted to encourage people to voice their financial aspirations openly, no matter how big or small. And then look at good quality loans as a very real means to fulfilling dreams and becoming financially independent.

Solution

We conceptualized a film that encapsulated the lives of everyday Indians moving the conversation from talking about numbers to talking about goals and aspirations that can be realized when one has access to money.

Bajaj wanted to encourage aspiring individuals to get loans

In response, Bajaj Finserv launched the “Paisa Hota Toh Kaisa Hota” campaign, aiming to promote open expression of aspirations and highlight good-quality loans as a pathway to fulfilling dreams and achieving financial independence.

The campaign centered on the film “Paisa Hota Toh Kaisa Hota,” portraying everyday Indians across age groups. Through a Vox Pop style, characters shared aspirations if they had enough money, from owning a car to starting a business or securing education for their children. This humanized narrative resonated widely.

Collaborating with influencers and creators helped create an open dialogue about aspirations

The campaign collaborated with 60+ influencers and creators, who shared their own “Paisa Hota To Kaisa Hota?” interpretations, spanning from whimsical to real-world aspirations. This encouraged followers to share their dreams openly, fostering open dialogue.

Bajaj Finserv also introduced an AR filter, enabling users to share their dreams on Instagram Stories and Reels. This interactive feature added fun to the campaign and encouraged ongoing conversation among users.

Amazing reach aside, this campaign made people talk about money and financial independence

The campaign achieved 860k total views, reaching 1.47 million people and garnering 5.5 million impressions. Importantly, it broke barriers, fostering open conversations about money and dreams, laying the groundwork for financial independence in India.

CAMPAIGN SUCCESS

In conclusion, the “Paisa Hota Toh Kaisa Hota” campaign by Bajaj Finserv exemplifies the power of storytelling and influencer collaboration in driving meaningful conversations and challenging societal norms surrounding financial discussions.