New Delhi: lendingplate, the digital lending platform of Unifinz Capital India Limited (UCIL), has launched its latest brand campaign, ‘Time Hi Time Hai’, a humour-driven digital film that turns everyday financial shortfalls into relatable storytelling while highlighting the ease of accessing quick digital personal loans.
Featuring actor Vijayant Kohli, popularly known as Mama from the web series Sapne vs Everyone, the campaign moves away from conventional finance advertising by using slice-of-life humour to depict the common challenge of managing monthly expenses before payday. Through the film, lendingplate aims to position itself as a brand that understands the everyday financial realities of salaried professionals and offers seamless access to credit when needed.
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 follows the story of an ordinary individual who miscalculates his monthly budget and suddenly faces an unexpected expense. Rather than dramatizing the situation, the film draws humour from a familiar financial predicament experienced by many working professionals. The narrative reinforces lendingplate’s proposition of offering a hassle-free digital borrowing experience during temporary cash-flow gaps.
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 collaborations and performance marketing initiatives aimed at engaging digitally savvy salaried consumers across India.
With ‘Time Hi Time Hai’, lendingplate seeks to strengthen its brand recall among young professionals by making digital lending more approachable through humour and relatable storytelling. The campaign underscores the brand’s belief that financial support should be quick, simple and readily available whenever unexpected expenses arise, enabling customers to navigate temporary cash crunches without unnecessary delays or complexity.
