Fibe, previously known as EarlySalary constantly struggled with people mispronouncing the brand’s name. To overcome this challenge, the brand launched a humorous tongue-twister social media campaign and offered winners Rs. 50,000. Through the elaborate UGC campaign, the brand generated 15.3M+ reach. Here’s a case study on how the brand did it.
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With 65% of the population being under 35, India has the world’s largest workforce. With the cost of living being the major concern among Gen Z and millennials, 62% of Indian Gen Zs are taking on side jobs, in addition to their primary job. Besides, the young generation is also concerned about unemployment and hence is constantly looking at upskilling and reskilling courses.
More than 160 million Indians are credit underserved or New to Credit (NTC) and a fourth of India’s adult population (under 30 years) lacks sufficient credit history. This segment often…
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