FatakPay Launches Diwali Campaign Featuring Vaani Kapoor to Promote Formal Digital Credit

FatakPay, a Mumbai‑based digital financial wellness platform, announced the launch of its Diwali campaign titled #FatakpayKarYaar on 4 November 2026. The Hindi‑language film, starring actress Vaani Kapoor, uses humor and everyday scenarios to highlight the discomfort of borrowing money from friends, family, or acquaintances, and positions FatakPay as a reliable alternative for formal digital credit.

The campaign’s recurring musical hook, “Paise De Yaar,” underscores the lengths people go to obtain cash. It culminates with Vaani Kapoor introducing FatakPay’s formal digital borrowing options, reinforcing the tagline #FatakpayKarYaar.

Executive Commentary

  • Abhishek Gandhi, Co‑founder and Chief Business Officer, said that many borrowers start with informal sources, which can lead to uncomfortable conversations, and emphasized the need to make formal credit more accessible, convenient, and transparent. He added that the campaign aims to broaden consideration of formal digital credit as a responsible financial choice.
  • Ashwin Shetty, Head of Branding and Communications, explained that the campaign builds on the relatability of the earlier film, using humor and Kapoor’s appeal to encourage consumers to shift to formal digital credit.

Product Offering Details

  • FatakPay’s personal loan portfolio ranges from ₹20,000 to ₹5 lakh.
  • Eligible applications can receive approval in as little as seven minutes, subject to eligibility and approval processes.
  • The end‑to‑end digital application journey is designed to simplify credit access and minimise procedural hassles.

Campaign Rollout

  • The Hindi‑language campaign will be rolled out pan‑India across both digital and offline channels.
  • Target audiences include Tier 1, Tier 2, and Tier 3 markets.

User Base Metrics

  • FatakPay has processed more than 5 crore customer applications.
  • The platform has recorded 3 crore app downloads.
  • It onboarding over 25 lakh new users each month.
  • 65% of its users are from Tier 2 and Tier 3 markets, indicating strong demand for accessible financial solutions beyond major cities.

Company Overview

  • FatakPay operates through subsidiaries FDPL Finance Pvt. Ltd. (an NBFC registered with the RBI) and FatakSecure (an insurance platform aligned with IRDAI guidelines).
  • Product suite includes instant loans up to ₹20,000, personal loans up to ₹5 lakh, affordable insurance (cancer and accidental), credit‑building tools such as FatakUdaan, and digital investment options in gold and silver.
  • The company was founded by Ajit Kumar, Abhishek Gandhi (co‑founders of RupeeCircle), Amit Lodha, and Amit Goyal.

Media Links

  • YouTube: https://youtu.be/aebcIQxFNoo
  • Instagram Reel: https://www.instagram.com/reel/DfOqmpEpVjG/?cplk=MWEyMWRkc3JzdTVnbg==

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