Fibe has launched ‘Jiyo Full Size’, a new AI-generated campaign that explores how financial constraints often force people to scale down or postpone their aspirations.
The three-part film series focuses on common personal loan use cases, including weddings, travel, and home improvement. Built around the creative hook ‘Paisa kahan se aayega?’ and its response ‘Paisa yahan se aayega,’ the campaign showcases how access to timely credit can help consumers fulfil their ambitions without compromise.
Using humour and visual metaphors, the films depict dreams shrinking because of financial limitations. One film features a groom’s wedding horse becoming miniature, another shows an international flight reduced in size, while the third portrays a woman’s dream home setup shrinking before each returns to its original scale.
Commenting on the campaign, Sudesh Shetty, Chief Marketing Officer, Fibe, said, “Our latest campaign is called Jiyo Full Size and is a natural extension of what Fibe has always stood for – enabling the aspirations of India’s middle-income consumers. Whether it’s a dream wedding, a long-awaited holiday or creating a home you truly love, these are some of the moments for which consumers most often turn to personal loans, but they’re also the moments where financial constraints can sometimes lead to compromise. We wanted to capture that reality in a way that felt relatable, optimistic and memorable. AI gave us a fresh creative canvas to bring this idea to life, while staying true to our belief that aspirations deserve to be lived full size.”
Developed in partnership with Punt Creative, the campaign uses AI-generated visuals to bring the concept of shrinking aspirations to life across the three films.
Harsh Shah, Managing Director, Punt Creative, said, “For young India, dreams are never small. The challenge often comes when money becomes the reason to compromise. With this campaign, we wanted to capture that feeling in a fresh, entertaining, and highly visual way. AI helped us dramatise the emotion of dreams becoming smaller in a format that is instantly relatable and memorable. Through the campaign we are reinforcing Fibe’s promise of helping consumers access timely credit so they do not have to scale down life’s big plans.”
The campaign is currently live across Fibe’s digital and social media platforms and is targeted at digitally active consumers across India. Fibe offers personal loans of up to Rs 10 lakh through its app, primarily serving salaried professionals.
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