HiveMinds to handle digital for Rupeek

Account was won post a multi-agency pitch

May 24, 2022 04:48:00 AM | Article | Campaign India Team Share - Share to Facebook

HiveMinds, the digital wing of Madison World, has bagged the digital marketing mandate for gold tech platform, Rupeek,. 
The account was won post a multi-agency pitch and will be handled by HiveMinds’ Bengaluru office. 
Rupeek’s spokesperson, said, “Rupeek is the first brand that has digitised the entire process of obtaining secured credit against gold holdings, allowing users to get instant credit from the comfort of their homes. As we continue to grow and unlock gold backed credit for a billion Indians, digital marketing will play an important role in driving this momentum further via tech-led gold monetisation (GoMon) in over 120 cities across the country. We are happy to partner with HiveMinds in this digital led growth.”
Deepti Bhadauria, chief strategy officer, HiveMinds, said, “Gold asset loan is a US$2 trillion opportunity in India. There is a massive consumer segment looking for access to cheap capital and monetisation of gold assets that can be unlocked using HiveMinds is a part of Madison World which also has specialist units in advertising, business analytics, OOH, PR, mobile, retail, sports and entertainment; employing over 1,000 communication professionals across India. I am happy that we will be partnering Rupeek, in scaling and building India’s largest digital asset-backed fin-tech platform.”