MUMBAI: IdeateLabs, a full-service digital marketing company, has won the digital mandate for Fino Payments Bank, the newly launched bank of Fino Paytech, a payments technology company. The account was won following a multi-agency pitch.

By using innovative digital approaches, the agency plans to help Fino Payments Bank reach out to its target audience, including millions of hardworking Indians currently excluded from the formal banking system.

IdeateLabs believes that fast penetration of smartphones, mobile data, digital video and social media across the country has created new opportunities for the Fino brand to connect one-to-one with its audience.

IdeateLabs business head Christopher Higgins said: “We will be aggressively executing the planned strategy to help them target the right market and achieve their growth plan of 3-4 million customers in the first year. With innovative use of digital tools such as social media, programmatic, web assets, digital storytelling, digital content, apps, etc., we will help Fino Payments Bank to connect with customers and deliver on its promise. With 410 Fino branches already open, we are planning some path-breaking strategies around geo-targeted communications delivered through our new programmatic media platform, iCogz”

Fino Payments Bank executive VP & head – strategy and marketing Shailesh Pandey said, “Our customers are spread across segments and with the increased penetration of smart devices, reaching out to those present on the digital spectrum has become critical to create top of the mind recall. We look forward to having a strong digital presence through clutter-breaking buzz in the digital world and increased brand awareness that drives business growth.”