airpay money has launched ‘Safalta Ka Sukoon’, a festive season campaign under its ‘Tyohaar Aapka. Zimmedari Humari’ initiative, encouraging people to assess their financial health.
The campaign centres on airpay money’s Financial Health Check (FHC), an in-app and web-based feature that uses information on income, savings, insurance coverage, liabilities and investments to generate a Financial Health Score. The score gives users an overview of their position across areas including insurance coverage, investments and emergency savings.
The campaign film follows a man reflecting on his financial journey as he walks through his home, passing photographs from the beginning of his career. As his earnings and responsibilities have grown, he takes a moment to use the Financial Health Check on the airpay money app. The film is being distributed across social media, with an OTT rollout planned.
“The festive season is when families take stock of the year gone by and celebrate how far they have come. With ‘Safalta Ka Sukoon’, we want to add one more ritual to that moment: a few minutes to understand your own financial health. Real financial wellness begins with awareness, and the Financial Health Check is built to help more Indians get that clarity, simply and at their own pace,” said Kumar Binit, CEO, airpay money.
Shreyas Deshmukh, AVP Marketing (B2C), airpay, said, “We see the festive season as more than a time for celebration; it is a moment of reflection. Every year, people look back at what they have achieved, and ‘Safalta Ka Sukoon’ brings financial wellness into that reflection with a simple question: do you know where you stand with your money? The Financial Health Check helps answer it in a few minutes, and that is the conversation we want ‘Safalta Ka Sukoon’ to start.”
The film was produced by The Bombay Digital Company. Arhaan Shaikh, co-founder of the company, said, “With ‘Safalta Ka Sukoon’, we wanted to tell the quieter story: that real success is not only what you build, but how well it is looked after.”