New Delhi, July 10: lendingplate, a pioneering digital lending platform under Unifinz Capital India Limited (UCIL), has unveiled its latest brand campaign, 'Time Hi Time Hai', a humour-led digital film that transforms familiar short-term cash crunch situations into a relatable story. Through slice-of-life storytelling, the campaign highlights how quick and hassle-free access to digital personal loans can help individuals navigate temporary financial shortfalls without disrupting their everyday lives.
Featuring actor Vijayant Kohli, widely recognised as Mama from the popular web series Sapne vs Everyone, the campaign moves away from conventional financial advertising by replacing product-led messaging with humour rooted in everyday experiences. The film captures a relatable moment that resonates with working professionals who often find themselves juggling monthly expenses until their next salary arrives, positioning lendingplate as a brand that understands their everyday financial realities.
Speaking on the launch, 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."
The campaign film follows an ordinary man who has simply miscalculated his monthly budget and suddenly finds himself dealing with an unexpected expense. Instead of exaggerating the situation, the story draws humour from an experience that many individuals can relate to. Through its light-hearted narrative, 'Time Hi Time Hai' reinforces LendingPlate's promise of providing a seamless digital borrowing experience exactly when customers need it most.
Sharing his experience of being part of the campaign, Vijayant Kohli said, "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."
The digital-first campaign is being rolled out across YouTube, Meta and Connected TV (CTV), supported by influencer-led content and performance marketing initiatives to engage digitally savvy salaried professionals across the country.
With 'Time Hi Time Hai', lendingplate aims to strengthen its brand recall among young salaried professionals while making digital credit more approachable through relatable storytelling and a customer-first borrowing experience. The campaign reinforces the brand's belief that financial support should be available when life throws unexpected expenses your way, without unnecessary complexity or long waiting periods.
