RING, a revolutionary digital financial super app, aimed to introduce its seamless credit solutions in a way that resonated with its target audience – the ambitious and financially savvy youth of today. 

Research insights revealed that this audience was focused, intelligent, and inclined towards dismantling traditional approaches in favour of innovative digital solutions. Successful digital content from brands like PhonePe, PayTM, and Navi demonstrated that quirky messaging, catchy hooks, and relatable analogies drawn from everyday situations effectively appealed to the ideology of transparent transactions and prompt, accessible financial services. 

The objective was to position RING as the ultimate platform for convenient and flexible credit, empowering individuals to actively chase their dreams and live life on their own terms, while aligning with these insights.

Guided by the research insights, our creative team developed a series of quirky, slice-of-life ads that captured the worldview and aspirations of the target audience. The tonality was rooted in simplicity, a core brand pillar, to establish relatability and align with RING’s market positioning. The ads revolved around relatable scenarios where RING’s “Power Loan” feature seamlessly integrated into the characters’ lives, empowering them to overcome financial hurdles and pursue their dreams.

The scenarios included a vlogger and her friend bantering about the vlogger’s aspirations, a young couple overwhelmed by the financial demands of renting a flat, two friends discussing the need for a loan to pay college fees, and a daughter surprising her father with a scooter funded by RING’s Power Loan. Each scenario humorously portrayed the characters’ relatable financial challenges and how RING’s convenient credit solution enabled them to make their dreams a reality.

The ads were meticulously crafted to resonate with the target audience’s sensibilities. The production design and colour palettes were carefully curated to reflect the characters’ lived experiences, incorporating a mix of vintage and modern elements to create a relatable and authentic atmosphere.

The lighting techniques aimed to strike a balance between warmth and vibrancy, ensuring that the characters’ expressions and emotions were effectively conveyed. The wardrobe choices were casual and comfortable, reflecting the everyday settings while subtly conveying character traits and relationships.

The use of wide spherical lenses and exaggerated expressions added a humorous and over-the-top element to the visuals, aligning with the quirky and slice-of-life approach. The music, sound effects, and actions were carefully crafted to enhance the scenarios and reinforce the overall theme of empowering dreams through RING’s convenient digital credit solutions.

Through these thoughtful creative choices, the ads aimed to forge a genuine connection with the audience, positioning RING as the ultimate platform for aspiring individuals seeking financial freedom and the ability to live life on their own terms.