FatakPay has announced its expansion into a financial super app as it moves beyond instant credit into a broader range of financial services. 

The company has also appointed actor Vaani Kapoor as its brand ambassador.

The shift will be supported by a year-long integrated brand campaign, beginning with a focus on personal loans of up to INR 5 lakh targeted at India's middle-class consumers. Subsequent phases will introduce other services within FatakPay's financial ecosystem.

The campaign will begin with a digital rollout followed by a campaign film, 'Poore India ko #YahanMilegaLoan' featuring Kapoor. The film focuses on responsible borrowing as a means of financing personal aspirations while introducing the platform's expanded personal loan offering.

The campaign will run across ATL, BTL and digital channels, including OTT, social media, outdoor advertising, influencer collaborations and hyperlocal activations.

The campaign marks the start of FatakPay's repositioning from an instant-credit platform to a broader financial services offering.
 
Abhishek Gandhi, co-founder and chief business officer, FatakPay, said, "FatakPay was founded on the belief that every Indian deserves access to financial solutions that help them move forward in life. While we began by addressing immediate credit needs, our vision has always been to build a broader financial ecosystem that supports consumers at every stage of their financial journey. Today, we are bringing that vision to life through a Financial Super App that combines borrowing, protection, credit-building and wealth creation on a single platform. This campaign marks the beginning of that journey, introducing consumers to the wider role FatakPay is set to play in their financial lives.”
 
Ashwin Shetty, head - branding and communications, FatakPay, added, "Every brand reaches a point where it needs to reshape consumer perception, and this campaign marks that moment for FatakPay. As our business evolves, we wanted our communication to evolve alongside it. Rather than introducing this shift through a conventional product campaign, we chose to spark curiosity first and let the story unfold organically. Vaani Kapoor's relatability and strong connect with aspirational India made her the ideal choice to bring this narrative to life while opening conversations around responsible borrowing."