I excel in creating impactful narratives that resonate with target audiences. My work with a small finance bank dedicated to underserved and overlooked segments showcases my ability to drive brand positioning and thought leadership. This bank focuses on providing unsecured loans to Micro and Small Enterprises (MSE) and small businesses, boasting an impressive loan repayment rate of around 98%.

Our mission was to engage the newer generation, fostering a deeper connection with the bank. We aimed to position the bank as the cool, understanding family member—a reliable ally providing solutions when needed. Research indicated that Gen-Z values trust and transparency.

Solution:

To encapsulate the bank's ethos, we crafted a compelling positioning and communication hook: "Trust each other to grow together." This phrase embodies the trust consumers place in the brand and highlights the communal value it brings to individuals' ecosystems. The bank serves as a pivotal enabler, fostering growth within a framework of mutual trust and support.

I played a crucial role in bringing this positioning to life. From negotiating the budget with the client to confirming the script with the creative team, I liaised with multiple teams to seamlessly execute the campaign. Additionally, I spearheaded efforts to expand the app downloads, creating strategies to drive user engagement and adoption.