Digital banking fintech Niyo has launched a two-film campaign targeted at millennials and Gen Z. The films, titled #JustCantWait and #WantMore promote the brand’s recently launched 2-in-1 savings and wealth account, NiyoX. This is Niyo’s first-ever ad campaign and has been conceptualised by Sideways.
The films stem from the insight that millennials and Gen Z believe in instant gratification; they need everything as quickly as possible without settling for anything less.
Vineet Sethi, chief marketing officer, Niyo, said, “We launched NiyoX, a full-suite banking app, to transform the way the millennials and GenZ bank. With digital innovation at the heart of everything we do at Niyo, we decided to empower them further and boost their banking experience. We know this generation #JustCantWait to get their hands on things they desire and for experiences they want to live. They don’t just want everything in an instant, they also #WantMore out of everything! So we teamed up with our creative partners, Sideways Consulting, and launched these cool, quirky films to encapsulate the essence of NiyoX.”
Abhijit Avasthi, founder, Sideways, added, “Niyo is setting the ground for neobanking in India. We believe NiyoX’s offerings are going to delight the youngsters and so all we need to do is to bring them alive in a charming manner. Hence, the creative idea was to pick moments from one such relatable, endearing couple’s life and link them to the product offerings. While Niyo is an efficient, tech-enabled finance offering, we don’t want to behave like a stodgy old-school bank. Instead, we want to build a cool and confident brand.”
Creative agency: Sideways
Director: Sharmista Nag
Producer: Saurabh Khurana
Production house: Picturewali
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Watch the film conceptualised by Ogilvy here