Mumbai: airpay money, one of India’s pioneering digital financial wellness platforms, has awarded its digital marketing mandate to Tonic Worldwide following a multi-agency pitch process, marking a strategic move to strengthen its brand presence and drive awareness around financial wellness.
Designed to address India’s financial literacy gap, airpay money is a digital financial wellness platform by airpay focused on enabling users to make informed and confident financial decisions. Targeted at urban and semi-urban Indians—an audience often underserved by premium wealth advisory services—the platform emphasizes financial education, goal setting, and building long-term financial confidence over conventional fintech-led transactional experiences.
As part of the mandate, Tonic Worldwide will adopt a digital-first communication approach to establish airpay money’s positioning as a financial wellness platform while encouraging users to evaluate and improve their financial health score.
Speaking on the association, Kunal Jhunjhunwala, Founder, airpay, said, “At airpay, our core mission has always been to bridge the gap in financial access and build platforms that empower Indians. With airpay money, we are shifting the focus from transaction-driven fintech to becoming a true financial friend and mentor for the underserved middle class. Partnering with Tonic Worldwide aligns perfectly with this vision. Their creative expertise and digital-first approach will be instrumental in taking our message of financial education and habit-building to the masses, helping us reach our goal of empowering 20 million users with clarity and control over their financial futures.”
Adding on the same note, Kumar Binit, CEO, airpay money private limited, said, “Our research clearly shows that India’s middle-income earners don’t need complex investment products pushed on them; they need fundamental financial confidence. Our mission is simple: no Indian should feel hesitant when making decisions on their financial wellness journey. Bringing Tonic Worldwide on board is a strategic step in communicating this mission. Their deep understanding of consumer narratives will help us effectively deliver our product-neutral guidance, allowing us to build lasting, trust-driven relationships with our users and ensure our platform reaches those who need it the most.”
Commenting on the partnership, Unmisha Bhatt, Co-Founder and Chief Strategy Officer, Tonic Worldwide, remarked, “Financial wellness is just as fundamental as physical or mental well-being, yet it remains inaccessible to many. We are thrilled to partner with airpay money on this purpose-driven mandate. Our digital strategy is designed to do more than just communicate; it is built to actively guide consumers through their financial education. We want to empower India’s underserved middle class to take true ownership of their future by taking that first step to check and improve their financial health score.”
The account will be managed from Tonic Worldwide’s Mumbai office. Through the collaboration, airpay money aims to deepen engagement with consumers and accelerate adoption of its financial wellness-led approach, while building stronger awareness around responsible financial decision-making in India.
