Fibe onboards actor Vikrant Massey as its new brand ambassador

Fibe, one of India’s leading Fintechs, has roped in Bollywood actor Vikrant Massey as its brand ambassador. Massey, acclaimed for his blockbuster movie ‘12th Fail’, will be a part of Fibe’s marketing campaigns to highlight the company’s quick and hassle-free application process as well as the ease at which its customers can avail of its services.

The strong customer connection of Massey will reinforce Fibe’s familiarity among Gen Z and millennials as a solution which addresses every individual’s needs without any lengthy process or questions regarding the usage of the loan.

The association has commenced with a campaign that wants customers to dismiss the age-old tradition of saying ‘Agli Baar’, addressing the common tendency among middle-class individuals to postpone their aspirations or purchase decisions.

Conceptualised by VeryBusyPeople Film Production House, the campaign demonstrates Massey as a protagonist and narrator (Sutradhar) to guide the customers through the journey of fulfilling their aspirations through the Fibe app, be it purchasing a dream bike or an online course. Massey further goes on to highlight the benefits of using the Fibe app thereby empowering individuals to make decisions that positively impact their lives.

Sudesh Shetty, Founding Member and EVP – Marketing, Fibe said, “We are thrilled to welcome Vikrant Massey to the Fibe family. Vikrant's relatable and authentic persona makes him the perfect fit to represent the brand Fibe. Fibe has remained committed to upgrading the lifestyle of the salaried class while ensuring to encouragement of responsible buying behaviour.” 

Vikrant Massey further expressed his enthusiasm stating, “I am delighted to collaborate with Fibe in its mission of helping people fulfil their dreams with confidence and ease. The brand not only helps underserved individuals avail financial services but also empowers them with financial independence.” 

The integrated launch of the campaign will be promoted across various platforms, including digital and social media platforms.

Fibe's commitment to enhancing lives extends beyond just traditional loans to offering specialised products that have the potential to impact millions of lives and transform them. Through its ‘Impact loans’ portfolio, the company is offering EdTech loans, Healthcare loans, Insurance premium financing, and more. The company has created a financial ecosystem with various products like salary advances, personal loans, instant cash loans and Buy Now Pay Later facilities across health and education. Fibe recently raised USD 90 million in a Series E funding round.