With “The Month-End” Campaign EarlySalary Questions The Need For Jugaad? – Marketing Mind
The “Month End Campaign” from EarlySalary, India’s largest consumer lending application revolves around today’s millennials who have to stretch their paycheque to cover the cost of living, partying, eating out, shopping and the occasional holiday, which often forces them to rely on “Jugaad” to keep their expenses down. The unique advertising campaign shows young salaried professionals in the country that they also have another option; downloading the and applying for a loan, line of credit, salary advance or no cost EMIs. The campaign which was launched in late January has resulted in doubling the overall brand keyword search volume and the organic visits to the application’s page on the App Store.
The videos have collectively been viewed more than a million times and the campaign was trending on social media. Users also started sending in what their month-end looks like as compared to Start of the month.
The campaign conceptualised and created by Dentsu Webchutney, is a tongue in cheek take on the measures that people can take to avoid the month end “broke” phase. For bringing this campaign to life, some exclusive month end products have been specially curated that can help millennials spend less.
The very first product is the exotic ‘biryani perfume’. It is for the salaried nawabs who cannot give up their biryanis even while on a commoner’s budget. One spray of this perfume can turn a plate of plain rice into a delicious customised biryani.
Next is the ‘House Full Glass Full’; the ultimate party glass that looks full even when it is empty. Users can sip on it for hours to avoid the temptation of the bar, while dancing their night away, with the drink that never ends.
Next is the ultimate fashion item; the Month End Collection’s Sticky T-shirt Stickers. With the cutting-edge technology of Velcro, you have the same t-shirt with new quotes and new stickers for every day.
Dreaming of lazing on the beaches of Miami and skiing on the slopes of Switzerland while at your desk? With the Wanderlust Vision Binoculars, you can travel to all these places without a penny. With every click, an in-picture appears of all the places that you want to visit and combined with a little bit of your imagination, it will be better than the holidays that you have planned forever.
Owning imported luxury items will give you an edge over the people around you. But fret not if your wallet does not let you buy those sunglasses from Prada. Instead, just buy our “Imported Stickers”. Stick it on anything and the item instantly becomes a high-end luxury brand.
Now, instead of resorting to these measures, through these videos EarlySalary is once again setting out on proving why it is every youngster’s month-end best friend. While none of the products shown are for sale; users can currently avail loans of up to INR 2 lakhs; a line of credit ranging from 50 days to 2 years and interest-free EMIs for shopping. EarlySalary’s unique social media based underwriting system and machine learning platform allow people who are New to Credit (NTC) or a Customer without Credit Bureau scores to borrow. EarlySalary has provided over INR 700 Crores in financial assistance so far, which has made them the first line of credit for young working Indians. 24 – 30 year olds make up the largest user base of the application.
Elaborating on this campaign, Sudesh Shetty, Head Marketing, EarlySalary said, EarlySalary has always been focused towards helping working millennials from cash crunch and let live life to the fullest. We wanted to communicate this in a way that our audience can relate. The ‘Month End Collection’ is a quirky way of telling them that you don’t really have to compromise on your lifestyle during your cash crunch days and EarlySalary is what you need to go for. More than a brand content, we also wanted users across social media to tell us how do they tackle month end cash crunch and the response was amazing.
Founded by Akshay Mehrotra and Ashish Goyal, EarlySalary is a mobile app which allows salaried individuals to avail of financial assistance. The company offers banquet of products tailor to need of young India including salary advances, instant loans, interest-free EMI options and a line of credit to shop. The company conducts prudent risk assessment by leveraging machine learning to go beyond financial underwriting.
EarlySalary earlier this year raised INR 100 crores in January 2018 from Eight Roads (Fidelity) Ventures & existing investors, Chiratae Ventures (IDG Ventures India) & DHFL. With more than 7 Million Downloads and loans worth Rs.550Cr already being disbursed, EarlySalary is helping customers borrow within minutes. EarlySalary has fast become the 1st line of credit for young working professionals in India.