Gold loans have always been a trusted means to raise funds. In recent times, since the pandemic, they have become an even more important tool, due to various financial scenarios. Sudhan Gold Loans, founded in 2021, wanted to make the gold loan experience seamless and more dignified for people from tier-III towns and villages, through its fintech offerings.
We started off by giving them the name Sudhan and crafting their brand identity and language. Sudhan had tie-ups with many credit societies present across towns and villages and hence had an active on-ground network. The challenge they faced was reaching out to the desired audience in a better way to become their preferred choice in a highly unorganized and cluttered gold loans market.
We decided to set up relevant social media channels for Sudhan. We chose Facebook and YouTube to connect with the middle-aged consumer and Instagram and ShareChat to reach out to the younger audience profile in towns and villages. At the same time, we built the brand’s perception on LinkedIn to shape a presence among its peers from the fintech sector and also become an appealing destination for industry talent. We also ran a performance marketing campaign on 26th January 2023 that was offer-led around, the promise of prosperity on India’s 75th Republic Day.
Exploring a digital outreach for a fintech brand in villages and small towns was something we enjoyed a lot with many learnings. – Nilesh Sule
The brand awareness and testimonial content received a great response from the people that reflected in the engagement and interaction. The offer communication enhanced the brand’s visibility more than even the national brands from the same segment in targeted geographical locations. The call enquiries increased from 5 to 80 calls, per day.