Mumbai: Fin One, a digital-first initiative by Angel One, launched the #TheLakshmiTest campaign for Diwali, aiming to promote financial awareness, particularly among youth and rural communities. The campaign encouraged participants to assess their financial habits during the festive season, aligning with Diwali's theme of wealth and abundance. It attracted significant engagement, with 13,000 page views and 6,000 participants, yielding an impressive 86 per cent quiz completion rate.

#TheLakshmiTest was primarily promoted through Fin One’s Instagram and YouTube channels, targeting the 18-25 age group. The multi-channel campaign also included print inserts in Bengaluru households, influencer partnerships, and digital ads on popular food delivery platforms like Swiggy, ensuring broad outreach. The campaign focused on financial reflection and goal-setting, bringing financial readiness to the forefront during Diwali.

Key insights include:

. Expense tracking: 71 per cent of participants regularly track expenses, though 30 per cent don’t, highlighting room for improvement.

. Emergency fund: 66.5 per cent have an emergency fund, but one-third lack it, signaling a critical gap in financial preparedness.

. Savings habits: 70 per cent save a portion of their income immediately, but 30 per cent have yet to adopt this habit.

. Health insurance: 67 per cent have health insurance, leaving one-third without coverage.

. Investment and portfolio: 53.7 per cent have diversified investments, with 56 per cent in mutual funds, but nearly half still lack portfolio diversification.

Through #TheLakshmiTest, Fin One sparked an engaging conversation around financial health and the importance of making informed financial decisions. The campaign demonstrated Fin One’s commitment to promoting financial literacy, encouraging India’s youth to adopt better money management practices for a secure future.