Rupeek: Have You Ever Been Made to Feel Small?

Gold loan fintech Rupeek grew salience and transactions in India with a film, social media and outdoor campaign that aimed to take the shame out of taking out a gold loan.

Campaign details

Brand: Rupeek Brand owner: Rupeek Entrant company: The WombIdea creation: The Womb Mumbai Market: India Sector: Credit cards & loans Media channels: Social media, Outdoor, Out-of-home Budget: 500k - 1 million

Executive summary

For Indians, gold is not just a precious metal. Its possession is a sign of prosperity for men; and its display, a sign of social status for women. So, when a family in dire need pledges gold, it is akin to losing face in society and a reason why...

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