India’s leading fintech company Fibe has announced Bollywood actor Vikrant Massey as its new brand ambassador. Massey, known for his acclaimed performance in the blockbuster movie ‘12th Fail‘, will play a central role in Fibe’s marketing campaigns.

These campaigns will focus on showcasing Fibe’s quick and hassle-free application process and the ease with which customers can access its services, The Financial Express has reported.

Fibe aims to leverage Massey‘s strong connection with Gen Z and millennials to reinforce its brand’s familiarity. The company highlights its commitment to addressing individual needs without lengthy processes or intrusive questions about loan usage.

The partnership begins with a campaign urging customers to break away from the age-old tradition of postponing aspirations, a habit commonly referred to as ‘Agli Baar’ (next time). Conceptualized by VeryBusyPeople Film Production House, the campaign features Massey as both protagonist and narrator, guiding customers through the journey of fulfilling their aspirations using the Fibe app.