Rang De, India’s pioneering peer-to-peer (P2P) lending platform, faced a perception challenge in the financial ecosystem. Despite being an RBI-registered NBFC-P2P platform, it was often mistaken for a non-profit initiative, limiting its visibility as a credible, technology-driven solution for financial inclusion.
The platform sought to educate both investors and borrowers about social investing, raise awareness about transparency in P2P lending, and establish its leadership in enabling affordable credit access for unbanked communities, particularly farmers and rural entrepreneurs. Additionally, Rang De’s media presence was confined to impact-driven storytelling, with little engagement in the broader fintech and financial inclusion discourse.
Madchatter devised a tailored PR and communications strategy to reposition Rang De as a tech-driven, regulated lending platform that bridges financial gaps for underserved communities. A multi-layered approach was implemented, focusing on thought leadership, brand storytelling, and strategic partnerships. The campaign emphasized Rang De’s role in fostering financial inclusion, its commitment to women empowerment, and the impact of accessible credit on economic growth.
Founders were positioned as industry commentators on key fintech and P2P lending topics, actively engaging in conversations around transparency in P2P investing. Additionally, partnerships with impact-driven organizations and financial institutions were leveraged to strengthen Rang De’s credibility and influence within the sector.
Madchatter executed an extensive media outreach and content strategy to drive Rang De’s positioning as a pioneering fintech solution. The campaign involved securing high-impact media placements in top publications such as Economic Times, Hindustan Times, Financial Express, Livemint, The Hindu Business Line, and WION, ensuring extensive coverage across national, regional, and industry-focused media.
Exclusive interviews and op-ed articles were developed to highlight Rang De’s efforts in social investing, financial inclusion, and empowering women entrepreneurs. The campaign also leveraged podcasts, speaker engagements, and fintech community events to deepen audience engagement.
To establish trust and transparency, narratives were crafted around Rang De’s RBI-compliant model, differentiating it from unregulated P2P lending platforms. Additionally, strategic content partnerships and impact-driven storytelling showcased Rang De’s role in providing affordable credit solutions to small-scale farmers, micro-entrepreneurs, and rural communities.
Madchatter’s PR strategy successfully repositioned Rang De as a leading fintech innovator in India’s P2P lending space. The campaign resulted in 53+ media exposures, securing coverage in top-tier business and financial publications, and reaching an estimated audience of 9.99 crore+ through earned media efforts. The total PR value exceeded INR 31 crore, reinforcing Rang De’s credibility and influence.
The campaign significantly boosted public awareness about social investing, educated stakeholders on P2P lending transparency, and strengthened Rang De’s position as a key player in financial inclusion. With a renewed brand image and increased visibility, Rang De emerged as a go-to platform for investors looking to make an impact while earning returns and borrowers seeking affordable credit solutions.
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