New Delhi: Niyo, a travel banking fintech platform, has unveiled its latest digital campaign — ‘Spend Smart. Save Smart.’ — focused on Indian students pursuing higher education overseas.
As per the Ministry of External Affairs (MEA), over 1.8 million Indian students are studying abroad in 2025, a sharp rise from 1.3 million in 2023. With this growing cohort comes the need for better financial tools that support global education without hidden charges or excessive fees. Addressing this, Niyo’s new campaign puts the spotlight on smart banking solutions tailored for the international student experience.
At the centre of the campaign are Niyo’s zero forex markup card and fee-free international money transfers — products designed to eliminate hidden fees, including SWIFT charges, platform fees, and currency conversion markups. Together, they can help students save up to INR 2 lakh annually, whether paying university tuition, rent, or managing everyday expenses abroad.
“For many Indian families, studying abroad is a life-changing investment. Yet, few realise how much gets lost in silent charges. Through this campaign, we are not just offering features, we are giving students the power to make every rupee go further,” said Smriti Advani, VP – Brand Marketing, Niyo.
Accepted in over 180 countries and across 2,000+ global universities, Niyo’s products are already trusted by more than 5 lakh Indian students. The campaign emphasizes that financial readiness is just as crucial as academic preparedness for Gen Z students navigating life abroad.
“This generation doesn’t want to be sold to, they want proof, real stories, and real savings. ‘Spend Smart. Save Smart.’ is built for them, informed, intentional, and unapologetically smart,” Advani added.
The campaign is being rolled out through a digital-first strategy, targeting Gen Z and their parents through a mix of high-impact content on Instagram, YouTube, JioHotstar, and SonyLIV. With 89% of Gen Z active on Instagram and 84% on YouTube, Niyo aims to meet its audience where they spend their time. While student-oriented storytelling drives emotional connect and trust, OTT platforms like JioHotstar and SonyLIV are chosen to reach parents, who are often key influencers in the education financing journey.
Through this initiative, Niyo reinforces its commitment to building financial confidence and responsible money habits among Indian students globally, enabling them to spend smart and save smart — wherever in the world they go.
