According to RBI data, India has seen a sharp rise in financial frauds, with bank fraud cases up 27% in 2024, totalling ₹21,367 crore, and cyber fraud losses exceeding ₹1.7 billion. In a bold move to combat digital fraud, Fibe, a fintech and consumer lending app, recently yet again launched a campaign to educate users identify frauds and empower them on avoiding scams.
Fibe’s Fraud Awareness Simulator, campaign – ‘Fraud Awareness Simulator’ leveraged ChatGPT for a two-week campaign to reinforce the power of AI-driven content in financial security awareness. Designed to tackle the challenge of low fraud awareness among consumers, the campaign delivered interactive, gamified AI-generated content tailored to user behaviour, engaging thousands to stay informed and protect their finances.
The campaign, developed in-house, through AI-assisted content personalisation ensured that users received fraud-related messages relevant to their behavior and risk profile. Besides, data-driven insights derived from AI-analysed engagement metrics, helped optimise content distribution and enhance performance across various channels.
Medianews4u.com caught up with Sudesh Shetty, Founding Member and Director Marketing Fibe
Q. Will fintech companies embrace new age marketing techniques a lot in 2025 that leverage digital platforms, social media, AI and big data analytics? Kindly elaborate.
Absolutely, 2025 will see fintech companies, especially in the digital lending space, leaning even more heavily into new-age marketing techniques powered by digital platforms, social media, AI, and big data analytics. For us at Fibe, we cater to a young, mobile-first audience, and the shift is not just unavoidable, it’s strategic.
As digital lending becomes more competitive, personalization will be the game-changer. AI and big data will enable fintechs to tailor campaigns based on user behaviour, credit appetite, and life stage, delivering the right message at the right time. Social media will go beyond brand awareness and become a performance-driven channel, leveraging influencer partnerships, interactive content, and real-time engagement to drive conversions.
Moreover, with the rise of vernacular content and video consumption across Bharat, fintech brands will diversify their content strategies to reach untapped segments. Martech innovations like predictive analytics, automated journey mapping, and sentiment analysis will help our platform and others like us to stay agile, relevant, and deeply embedded in the digital journeys of tomorrow’s borrowers.
Q. From a marketing perspective is personalisation going to be a big focus area for 2025 for Fibe and the fintech category in areas like email offers?
Yes, personalisation will be a key marketing focus for Fibe and the broader fintech ecosystem in 2025, especially in high-engagement touchpoints like email offers. In a category where user attention spans are short and competition is high, relevance is everything. For digital lenders like us, personalisation goes beyond just using a customer’s name; it’s about employing data intelligently to deliver context-driven communication.
As consumers increasingly expect tailored experiences, fintech brands will invest in dynamic content, smart segmentation, and predictive modelling to ensure every message feels timely and useful. In the upcoming times, personalisation won’t just enhance customer experience, it will directly drive engagement, loyalty, and conversions.
Q. Will marketing have to drive actual ROI for Fibe and for the fintech category in 2025? Or is mere engagement going to be enough?
At Fibe, we believe the fintech category is entering a phase where accountability is non-negotiable. While engagement metrics like likes, shares, and reach have their place, they’re no longer the sole measure of success. For us, every campaign, every touchpoint, and every piece of content must tie back to real impact — whether that’s increased disbursements, higher conversions, lower CAC, or stronger customer loyalty.
In a highly competitive space, marketing can’t afford to live in a silo. It must align with business goals and demonstrate tangible returns. That means moving beyond vanity metrics and building performance-driven ecosystems where storytelling, technology, and data converge to create measurable value — both for the brand and for the consumer.
We see 2025 as a year of sharper focus, smarter spends, and stronger outcomes where creativity meets conversion and ROI becomes the ultimate KPI.
Q. Will the thrust of marketing mainly rest on digital or will traditional platforms like TV, print also be important for Fibe and for the fintech category?
At Fibe, our core audience is Gen Z and Millennials digital natives who live, breathe, and make decisions on social media. That’s where their trust is built, inspiration is sparked, and actions are taken. Naturally, digital will remain the centrepiece of our marketing strategy in 2025.
From performance-driven campaigns to real-time engagement and personalised journeys, digital marketing gives us the agility and precision that today’s consumers expect. It’s not just about being visible — it’s about being relevant in the right moments, across platforms where conversations actually happen.
To build a fintech brand that resonates with young India, we need to be present where they already are — on their phones, in their feeds, and in their stories.
Q. Fibe has launched the Fibe Fraud Awareness Simulator Campaign. It uses a chatbot. What role will chatbots play in taking marketing to the next level in the fintech category?
Chatbots play a crucial role in digital marketing by enhancing customer engagement, providing personalised recommendations, and gathering valuable insights.
With financial fraud on the rise, Fibe’s Fraud Awareness Simulator Campaign leverages ChatGPT to educate users on fraud prevention. This interactive chatbot engages users through a fraud awareness quiz, directing them to relevant resources based on their responses and delivering gamified fraud education tailored to user behavior.
By offering real-time insights, personalised messaging, and proactive fraud prevention tips, chatbots help build consumer trust and reinforce digital safety initiatives. With instant support and targetted messaging, chatbots are transforming fintech marketing, driving deeper customer engagement and improving security awareness.
Q. There is interactivity in the campaign. Is interactivity going to be key in holding the attention of Gen Z?
The campaign leverages an AI-driven ChatGPT bot to provide a gamified experience and educate users about fraud prevention. With Gen Z favouring interactive digital experiences over passive content, real-time engagement and tailored messaging are more likely to capture and sustain their attention.
By encouraging active participation, Fibe ensures that fraud prevention lessons are not just delivered but also effectively retained. As financial scams evolve, interactivity will be crucial in educating and protecting younger audiences. The campaign’s success is evident, with 2,800+ interactions and 27,500+ clicks across multiple channels in just two weeks, reinforcing the impact of interactive digital initiatives.
Q. What other marketing activities and innovations will Fibe be doing in the coming months?
Fibe’s upcoming marketing playbook focusses on making finance feel like a no-nonsense conversation with a trusted mentor —sharp, witty, and genuinely helpful.
Through interactive campaigns, relatable content series, and a signature, unmistakable tone of voice, we’re building a brand that not only advises but also engages deeply with our audience. From gamified habit-building to community-driven content and everyday financial jugaad, Fibe is set to become the go-to guide for practical, street-smart money moves.
One of the centrepieces is an IP series titled “Samajh Raha Hai Na?”—a blunt, witty, and instantly relatable format that tackles everyday money dilemmas in the tone of a street-smart mentor. This will kick off as Instagram stories and evolve into engaging carousels where real questions meet no-sugarcoat answers. The tone is unapologetically real, confident, and built to resonate with those who are done with jargon-heavy financial advice.
To turn financial habits into a rewarding experience, Fibe is introducing a gamified feature called “Water the Plant!” inside the app. Every day, users will be prompted to take small actions toward better money habits, and each consistent step helps their virtual plant grow. App notifications will nudge users with Fibe’s signature cheeky tone, making money management feel less like a chore.
Another exciting initiative is the “Monday Mood” series, crowd-sourced stories of financial wins, fails, and everything in between, turned into playful, snackable carousels. It’s a way of celebrating the everyday struggles and small wins that define real financial journeys, while also building a strong, participative community that sees Fibe as one of their own.
Fibe is also diving headfirst into topical trends, offering its take on payday realities, tax season angst, or the ‘first-of-the-month’ rush with humorous, thumb-stopping content. Think zoom-ins on shrinking bank balances, quirky stamp paper visuals. Every post will carry a distinct Fibe flavour—sharp, minimal, and instantly shareable.
Across the board, there’s a renewed focus on always-on community engagement. Whether it’s via broadcast channels, fun polls, witty app nudges, or even casual DMs, Fibe wants to be in constant conversation with its audience. A faceless but unmistakably memorable brand voice will tie everything together one that pops up in comments, reacts to culture, and keeps the brand approachable and alive 24/7.
Fibe is building a signature brand identity that’s instantly recognizable and relatable. From using iconic phrases like “Samajh raha hai na?” and “Paisa ka mazaak mat bana” to consistently rolling out creative formats that are unmistakably Fibe, the brand is carving out a distinct voice and visual style. The aim is to become the go-to financial jugaad expert. people not only trust for practical advice but also tag when they’re looking for smart, everyday money solutions.
Q. Chief Pronunciation Officer was an innovative social media campaign done a couple of years back. That campaign used humour. Is there room for humour in fintech marketing which is a serious category?
Humour can be a powerful tool in fintech marketing, effectively engaging audiences and making complex financial topics more approachable. Fibe’s ‘Chief Pronunciation Officer’ campaign is a prime example of this strategy.
To address frequent mispronunciations of the brand name, Fibe introduced a humorous social media initiative by creating the fictional role of ‘Chief Pronunciation Officer.’ The campaign featured a tongue-twisting challenge, encouraging participants to say “Fibe felao, Vibe felao” ten times without stumbling, and invited users to share their attempts via videos or audio clips. This lighthearted approach not only clarified the brand’s pronunciation but also fostered significant user engagement and brand recall.
The success of this campaign demonstrates that, even in the traditionally serious fintech sector, there is ample room for humour. By incorporating comedic elements, fintech companies can humanise their brand, simplify complex concepts, and build stronger connections with their audience.Humour, when used appropriately, can make financial services more relatable and less intimidating, ultimately enhancing customer engagement and loyalty.
Q. Last year Fibe roped in Bollywood actor Vikrant Massey. How effective has he been in connecting with Gen Z and millennials? Was he Fibe’s first choice or were other actors looked at? –
Roping in Vikrant Massey as the face of Fibe’s #NoMoreAgliBaar campaign was a strategic win. His relatable on-screen presence and grounded personality strongly resonated with our core audience—India’s Gen Z and millennials. Massey’s role as a narrator and guide in the campaign helped us create a powerful emotional and aspirational connection with young consumers, encouraging them to stop deferring their dreams due to financial constraints.
Vikrant’s authentic persona makes him a natural fit to represent Fibe. As a brand, we are committed to upgrading the lifestyle of the salaried class while promoting responsible buying behaviour. His strong appeal among the youth significantly boosted our efforts to engage with the audience and empower them with easily accessible financial solutions through the Fibe app.
From the outset, our focus was on identifying someone who truly embodied Fibe’s ethos—trustworthy, aspirational, and accessible. While we did evaluate a few other names during the initial stages, Vikrant quickly emerged as the front-runner. His standout performance in ’12th Fail’ only deepened his relatability with young India, making him the ideal choice to voice our mission of financial empowerment and independence.
Q. Are there plans to expand on the ‘NoMoreAgliBaar’ campaign done last year?
The response to the #NoMoreAgliBaar campaign last year was overwhelmingly positive, especially among Gen Z and millennials who deeply resonated with its core message of not deferring aspirations due to financial constraints. It sparked meaningful conversations around financial empowerment and responsible ambition.
Given the strong emotional connect the campaign and Vikrant Massey established with our audience, we are exploring ways to build on that narrative. While the next phase is still evolving creatively, there’s a possibility you may see him again as we continue to reflect Fibe’s mission of enabling aspirations.
Q. How has Fibe integrated AI into the company to improve its solutions and identify market gaps, and improve the marketing message? –
Fibe’s ‘Fraud Awareness Simulator’ campaign exemplifies the effective integration of artificial intelligence (AI) in enhancing financial security education. This innovative initiative employed AI to create personalized, interactive scenarios that educated users on identifying and preventing various fraud schemes. By simulating real-world fraud situations, the campaign provided hands-on experience, enabling users to recognise and respond to potential threats effectively.
The campaign’s success underscores the potential of AI-driven tools in delivering engaging and impactful financial education. By tailoring content to individual user behavioUrs and risk profiles, Fibe not only increased user engagement but also heightened awareness about financial fraud. This approach highlights the importance of leveraging advanced technologies to address evolving challenges in financial security.
Q. To what extent will marketing efforts focus on correcting misconceptions related to finance? Is Gen Z financially illiterate for the most part?
In 2025, marketing in the fintech and digital lending space will play a pivotal role in not just promoting products, but in educating and empowering consumers, especially Gen Z. At Fibe, we recognise that while this population is digitally-savvy, many are still navigating the complexities of financial planning, credit, and responsible borrowing. The misconception that this generation is entirely financially illiterate is not accurate—but what they do need is simplified, trustworthy information delivered in formats they understand and engage with.
Marketing efforts will therefore double down on financial literacy like debunking myths around credit scores, EMIs, interest rates, and digital lending practices. Through snackable video content, gamified tools, AI-powered chat support, and interactive storytelling, brands must focus on breaking down jargon and promoting transparent borrowing. The goal is to shift from transactional interactions to educational engagement, making young users not just customers, but informed participants in their financial journey.
Q. Could you shed light on Fibe’s social media marketing strategy on platforms like Meta, X to be a part of the consumer conversation?
Our leading digital lending platform has consistently used social media to stay part of the consumer conversation, especially among young, aspirational Indians. Through our relatable campaigns like “Aapke Paise Wali Vibe” and “No More Agli Baar,” we tap into everyday financial dilemmas and lifestyle goals whether it’s travel, shopping, or skill development, positioning ourselves as an enabler of dreams.
Featuring actors like Tahir Raj Bhasin and Vikrant Massey, we use familiar faces to build emotional connection and trust. Our presence on platforms like Meta is driven by easy-to-digest video content, strong visual storytelling, and real-time engagement.
