Digital lending platform lendingplate has launched a new brand campaign, 'Time Hi Time Hai', featuring actor Vijayant Kohli, as it uses humour and everyday situations to connect with salaried professionals navigating short-term financial constraints.
The digital film centres on an ordinary individual who miscalculates his monthly budget and is confronted with an unexpected expense. Rather than focusing on product features, the campaign uses slice-of-life storytelling to depict a common financial situation faced by working professionals.
The campaign marks a shift from traditional financial advertising by adopting a humour-led narrative. Kohli, known for his role as Mama in the web series Sapne vs Everyone, features in the film.
The campaign is being rolled out across YouTube, Meta and Connected TV (CTV), supported by influencer collaborations and performance marketing initiatives.
Speaking on the campaign, Ankur Koul, Chief Marketing Officer, lendingplate, said, "With 'Time Hi Time Hai', we wanted to tell a story that millions of salaried Indians can relate to. Instead of focusing on product features, we chose humour to highlight everyday financial situations while reinforcing lendingplate's promise of providing quick and seamless access to credit when it's needed most."
Vijayant Kohli added, "What I loved about the film was its simplicity and relatability. It's a story about an everyday situation that many people have experienced, and that made the character both authentic and enjoyable to portray."