Mumbai: Fintech platform Rupeek has launched its first integrated brand campaign featuring "The Family Man" fame actors Manoj Bajpayee and Priyamani. Conceived by The Womb, the ad spot shows how the platform aims to solve the usual credit pain points with its hassle-free doorstep gold loan offering.

The film depicts the actors walking into an establishment to apply for a gold loan where they run into several hurdles. Then they are introduced to Rupeek where they can schedule an appointment using the app, get their gold measured and avail credit- all at the convenience of their home.

“With the majority of India’s population having no access to formal credit, there is a huge potential for asset-backed lending such as online gold loans," said Rupeek SVP- marketing and digital Shalabh Atray. "I am happy and excited to have both Manoj and Priyamani on board for our campaign and convey Rupeek’s vision to the Indian households. We believe that it is the right time for the narrative of gold loans in India to evolve and align with aspirations of the evolving Indian.”

“It is wonderful to see how young entrepreneurs and companies are addressing the issues that are deeply penetrated in our society," said Manoj Bajpayee speaking on the brand association. "Through this film, we have tried to break the stigma associated with gold loans and convey a deeper message on the potential of gold loans to make people feel empowered during challenging times.”

“Gold is the most celebrated asset in our country, yet people continue to undermine its potential, especially in tiding through financial exigencies. COVID-19 has been an eye-opener in many ways for the common man and with a trusted brand like Rupeek, I am certain people will start acknowledging the benefits of hassle-free and safe doorstep gold loans," added Priyamani.

Through its trusted relationship with lending partners, Rupeek claims to offer online gold loans to its customers with minimal documentation and low-interest rates.