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When MobiKwik came to us, they weren't short on content. They were short on trust. A viral tweet accusing them of loan fraud had done the rounds right as competitors like PhonePe were running away with the UPI market.
The easy fix would've been to buy the reputation back: paid amplification, a quick push, move on. We didn't. Instead we built a 52-week content engine and bet on organic reach compounding over time.
The engine ran on four pillars: Product Integrated Content, built to feel tangible rather than promotional; Digital Suraksha Films, tackling fraud head-on in a category that mostly avoids the subject on its own feed; Financial Education Reels, doing the same for money basics; and always-on brand content to hold it all together. Nothing was platform-exclusive. Everything got repurposed across Instagram, LinkedIn, YouTube, and Facebook rather than rebuilt from scratch for each one.
It worked quietly rather than loudly. Views crossed 50 million, the Instagram following nearly doubled, and Reels, of all things, became MobiKwik's most human touchpoint with the people it needed to win back.
The brand overhaul won a Silver for Best Use of Reels at Mad Over Marketing's The Mommys 2026.
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