Manish Khera, founder of Fino Paytech & Yatra Tatra Sarvatra and Gautam Ivatury, founder of CGAP and co-founder of Jipange KuSave, have partnered with Scarecrow Communications to launch their new micro digital lending platform - HAPPY. The account will be handled by the agency's Mumbai office.
Scarecrow Communications has been involved with the brand right from its inception, giving the brand its name, logo and identity. As a part of the communication strategy, the agency is designing an innovative website which will soon be unveiled.
Commenting on the win, Manish Bhatt, founder director of Scarecrow, says, "HAPPY is very special to Scarecrow. We have been a part of the process from day one - right from developing strategy, arriving at a name, to creating an identity that resonates with the brand. Being an impact-driven venture, it aims to bring an instrumental change in people's lives. And it's a great feeling to be associated with such a brand,"
Mangesh Mulajkar, senior vice-president, Scarecrow, adds, "The brief was an open canvas with the mandate to create an 'un-finance' kind of brand in the digital lending space; a name that the consumer will connect with easily. And what better emotion can a brand own and offer than a feeling of being 'happy'. The HAPPY team has been very enthusiastic about the idea, which has led us to take a very different and cheerful approach to the communication and this is just the beginning."
According to the press release shared by the agency, HAPPY aims to make a revolutionary offering to millions of people in India who do not have access to mainstream banking. With loans starting from INR 10,000, the brand will further expand its portfolio from loans to payments and savings.
Commenting on the decision to choose Scarecrow, Khera, founder and CEO, ArthImpact, says, "With ArthImpact, we needed a team that could not only align with our product ideology but also be able to translate it to our brand identity. Team Scarecrow has been instrumental in helping us achieve this."