Mumbai: Fino Payments Bank Ltd (FPBL) has brought on board actor Pankaj Tripathi as brand ambassador.

During the two-year engagement effective 1 September, Tripathi will be the face of FPBL’s marketing campaigns across various platforms. He will work with the brand in promoting its products and services, said the statement.
“This is Fino’s first-ever opportunity to have a brand ambassador, a milestone in itself," said FPBL MD and CEO Rishi Gupta. “Pankaj’s personality resonates our brand values and we believe the association will go a long way in not only achieving the desired top-of-the-mind brand recall but also in bringing about a paradigm shift in consumer behaviour towards the adoption of digital banking.”     
FPBL’s target segment, the emerging Indian customer is someone who has low levels of financial literacy, technology use, lacks financial inclusion and typically does not have access to basic banking services. On this front, the actor’s rich repertoire of rustic, familiar, and relatable characters across Hindi and regional films ring a bell, said the company in a statement.

“The most important step on who would personify the brand, is the match between the brand’s attributes and those of the celebrity," stated FPBL CMO Anand Bhatia. “Tripathi brings to the table a pan India connect and an appeal that is in sync with Fino Payments Bank’s values of being grounded, real, sincere, honest, competent, and hardworking. He is a self-made man, just like our self-made bank.”

“When I heard about Fino’s ‘Fikar Not' approach I was instantly connected to it as that is how I have lived my life," said Pankaj Tripathi. "I owe my success perhaps to this way of thinking and that’s why I immediately agreed to associate with the brand."