Mumbai, November 2, 2026: FatakPay, a Mumbai-based digital financial wellness platform, has launched its new Diwali campaign, #FatakpayKarYaar, featuring actor Vaani Kapoor. The campaign uses humour to depict the discomfort of borrowing money from friends and family, encouraging consumers to consider formal digital borrowing options.
The campaign centres on the musical hook “Paise De Yaar” and presents relatable situations highlighting the awkwardness of seeking financial help from acquaintances. Vaani Kapoor appears in the film to introduce FatakPay as a digital credit alternative for eligible consumers, reinforcing the campaign’s message of responsible borrowing.
Focus on responsible digital borrowing
The new campaign builds on FatakPay’s earlier brand film with Vaani Kapoor, which was launched in July 2026. It aims to normalise the use of formal credit among India’s aspirational middle class, including both salaried and self-employed individuals, by positioning FatakPay as a reliable digital financial platform.
FatakPay’s personal loan offerings range from ₹20,000 to ₹5 lakh, with eligible applications potentially approved in as little as seven minutes, subject to eligibility and approval processes. The company’s digital application process is designed to simplify access to credit and reduce procedural hurdles.
Campaign rollout and user base
The Hindi-language campaign is being rolled out across digital and offline channels nationwide, targeting audiences in Tier 1, Tier 2, and Tier 3 markets. FatakPay reports more than 5 crore customer applications, 3 crore app downloads, and over 25 lakh new users added each month. According to the company, over 65% of its users are from Tier 2 and Tier 3 cities, reflecting demand for accessible financial solutions outside major urban centres.
Statements from FatakPay leadership
Abhishek Gandhi, Co-founder and Chief Business Officer of FatakPay, said the campaign seeks to encourage a wider consideration of formal digital credit as part of responsible financial choices. Ashwin Shetty, Head of Branding and Communications, added that the campaign builds on the relatability of the previous film and aims to entertain while promoting the shift to digital credit.
Company background and founders
FatakPay was founded by Ajit Kumar, Abhishek Gandhi, Amit Lodha, and Amit Goyal. The platform operates through subsidiaries FDPL Finance Pvt. Ltd., an NBFC registered with the Reserve Bank of India, and FatakSecure, an insurance platform aligned with IRDAI guidelines. FatakPay offers instant loans, insurance, investments, and credit improvement tools, including products such as FatakUdaan and digital investment options in gold and silver.
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