EarlySalary joins hands with Dentsu Webchutney to launch 'Month-End Collection' campaign

Month-End Collection, a crafted product range, is for those who want to live their dreams even if they can’t afford; the other option being EarlySalary app that gives users instant cash in minutes

by exchange4media Staff
Published - Jan 31, 2019 3:39 PM Updated: Jan 31, 2019 3:39 PM

EarlySalary, a lending platform, has joined hands with Dentsu Webchutney, the digital agency from Dentsu Aegis Network, to roll out 10 video films for their ‘Month-End Collection’ product range.
The Month-End Collection is a specially crafted product range meant for people who want to live their dreams and maintain their aspirational lifestyle even if they couldn’t afford it. 

For instance, if they can’t afford to buy biryani at the end of the month, they could simply buy EarlySalary’s Biryani Perfume to make steamed rice smell like biryani. 

The Wanderlust Vision binoculars with changeable lenses can help one enjoy a view without moving an inch or spending money. 

If they don’t have money to fund drinks at a house party, the House Full Glass Full beer mug that always looks filled is there to save them from drowning in their sorrows. 

Then there is the option to download the EarlySalary app which gives instant cash in minutes.
With their financial services, EarlySalary decided to help young professionals with refreshingly humorous and sarcastic ‘Month-End Collection’.
Sudesh Shetty, Head – Marketing, EarlySalary said, “With Webchutney coming on board, the clear focus for both of us was to create engaging content that our TG can associate with. A lending product that caters to millennials and Gen Z can be fun and quirky. We are really excited about this project as both content and the tonality is something that should work well with our audience. 
Pravin Sutar, Executive Creative Director, Dentsu Webchutney said, “All brands in the financial service category are serious. We chose to be the opposite to stand out. We conceptualised each product keeping in mind the unfulfilled wishes of the consumer during the month-end to build a strong relevance with them.”

Aalap Desai, Senior Creative Director, Dentsu Webchutney said, “We deliberately chose humour and sarcasm to convey the message because that’s what 25-somethings today are heavily into. We couldn’t be preachy but we needed to tell them that if they want their wishes and dreams to be fulfilled, they either need to buy the hilarious Month-End Collection products or just download the EarlySalary app. The solution was as simple as that.”
The EarlySalary app enables people to get instant cash in minutes. It has 1,25,000 customers so far and has successfully disbursed more than Rs 750 crore, making it the country’s largest consumer lending application and helping its customers tide over their month-end misery.

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