Fino Payments Bank (FPBL) has appointed Pankaj Tripathi as its brand ambassador.
uring the two-year engagement effective September 01, Tripathi will be the face of Fino Payments Bank’s marketing campaigns across various platforms. He will work with the brand in promoting its products and services.
Tripathi will be the face of Fino’s first ‘Fikar Not’ campaign conceptualised to allay the fears, especially confidence issues associated with the banking process.
Rishi Gupta, managing director and chief executive officer, Fino Payments Bank, said, “This is Fino’s first ever opportunity to have a brand ambassador, a milestone in itself. We are extremely pleased to have Pankaj Tripathi, a celebrated artist, as our brand ambassador. Pankaj’s personality resonates with our brand values and we believe the association will go a long way in not only achieving the desired top of the mind brand recall but also in bringing about a paradigm shift in consumer behaviour towards the adoption of digital banking.”
Tripathi said, “When I heard about Fino’s ‘Fi-kar No-t’ approach I was instantly connected to it as that is how I have lived my life. I owe my success perhaps to this way of thinking and that’s why I immediately agreed to associate with the brand. I want to thank Fino Payments Bank and the agency for choosing me as the face of Fino brand that I could relate to. I wish them the best for the future.”
Anand Bhatia, chief marketing officer, Fino Payments Bank, said, “The most important step on who would personify the brand, is the match between the brand’s attributes and those of the celebrity. Pankaj Tripathi brings to the table a pan India connect and an appeal that is in sync with Fino Payments Bank’s values of being grounded, real, sincere, honest, competent and hardworking. His clear focus on creating social awareness through his endorsements connects well with Fino’s socially inclusive business, making him a perfect brand fit. He is a self-made man, just like our self-made bank.”