About Apnapaisa: Apnapaisa is the digital arm of Andromeda, India’s largest loan distributor. It’s a digital marketplace that helps consumers find the financial products most suited to their needs. Founded in 1991, its legacy spans over 30 years, 100 cities and thousands of happy customers.

Brief: Content & Tone-of-Voice for Website

We were commissioned to revamp Apnapaisa’s tone of voice and make it more youth-friendly, while simultaneously highlighting the individual benefits of its various financial offerings.

Approach: Financial communication has traditionally been long, laborious and boring to read. But not anymore.

The first thing we did with Apnapaisa was to distill all of its communications into smart, concise and bite-sized portions. Portions that were then presented in a manner that didn’t just inform the reader, but rather intrigued them to know more. That didn’t just try to sell a product, but rather solve a problem.

This tone-revamp exercise was implemented across all of the brand’s communication, as well as the partner banks’ individual product pages that are displayed on Apnapaisa’s website.

Duration: Nov 2020 – March 2021