This Hiranandani Financial Services campaign uses a looping visual metaphor to honor MSMEs as India’s economic engine — Clapboard's Global Ad Archive.
Women Like You - Zestmoney | Clapboard Ad Archive
Women Like You, created for ZestMoney by Zensciences in 2019, stands as a pivotal acknowledgement of women driving the FinTech revolution within India’s rapidly transforming finance landscape. At a time when the category is crowded with players like Paytm, Capital Float, Indiabulls Dhani, LazyPay, and KredX vying for differentiated relevance, ZestMoney positions itself as more than just a digital lending or payments platform — it signals a progressive finance partner that both recognizes and champions its female contributors and customers alike. The campaign leverages an evocative photography documentary in audiovisual form, built around the stories and presence of real women within the organization, grounding its message in an authenticity missing from abstract empowerment rhetoric and demonstrating the creative power of what Clapboard’s taxonomy would classify as FORMAT#10—Associated User Imagery. This narrative, constructed around everyday but aspirational professional women, transforms the internal into the external: by foregrounding employees as role models and direct beneficiaries, ZestMoney collapses the usual wall between brand and user, making empowerment not an add-on but the operational heart of the proposition. The campaign’s call to action — an exclusive, limited-time 0% EMI offer tailored to women — both amplifies this commitment and brings it to life as practical utility, a move that delivers on dual fronts of brand purpose and consumer benefit in a financial services environment often accused of ignoring nuance in women’s needs and aspirations. Within an industry that too often defaults to stereotype or problem-solution tropes, this strategy favors the specificity of positive, relatable imagery that signals ZestMoney's self-awareness and willingness to lead with substance. The integrated creative, rooted in Zensciences’ strategic perspective, demonstrates a confidence that impact is earned through resonance with lived experience — not just advocacy or transactional marketing. In aligning the brand’s internal culture with its external communications, and in coupling documentary storytelling with a sharply relevant promotional mechanic, Women Like You has carved a distinct identity for ZestMoney amid established and upstart fintech competitors. Clapboard rates this 61/100. For the finance and FinTech sector, this work represents a rare convergence of real inclusivity, transparent value, and confident branding, suggesting a future where internal empowerment and external differentiation can — and must — operate in sync.
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