Finnable x The Pipal Collective
Finnable x The Pipal Collective
How we helped a fintech brand go from 0 to 19K, with stories, shoots, and strategy
How we helped a fintech brand go from 0 to 19K, with stories, shoots, and strategy
Brand Strategy
Social Media
The Brief
The Brief
Finnable is a lending platform built for the aspiring Indian middle class — working professionals in the age group of 21–35, typically earning between ₹20–50K per month.
In late 2023, the brand was looking to establish awareness and grow familiarity within this target audience. Social media was a clear next step — but they were starting from scratch.
Our role: launch, build, and grow the brand’s social media presence in collaboration with Moira, with a content engine that was consistent, relatable, and uniquely Finnable.
Finnable is a lending platform built for the aspiring Indian middle class — working professionals in the age group of 21–35, typically earning between ₹20–50K per month.
In late 2023, the brand was looking to establish awareness and grow familiarity within this target audience. Social media was a clear next step — but they were starting from scratch.
Our role: launch, build, and grow the brand’s social media presence in collaboration with Moira, with a content engine that was consistent, relatable, and uniquely Finnable.
The Challenge
The Challenge
What made this project interesting — and tricky — was the audience itself. This wasn’t a startup-savvy, meme-friendly crowd. This was a practical, ambitious group — often overlooked in traditional fintech narratives.
It took us time to find the right voice. We ran ground research in malls, spoke to customers, and ran multiple workshops to understand the motivations, aspirations, and financial behaviours of our audience.
Add to that a few internal shifts — moving from the brand’s in-house design process to onboarding our own team of content creators — and we had our hands full in the early months.
What made this project interesting — and tricky — was the audience itself. This wasn’t a startup-savvy, meme-friendly crowd. This was a practical, ambitious group — often overlooked in traditional fintech narratives.
It took us time to find the right voice. We ran ground research in malls, spoke to customers, and ran multiple workshops to understand the motivations, aspirations, and financial behaviours of our audience.
Add to that a few internal shifts — moving from the brand’s in-house design process to onboarding our own team of content creators — and we had our hands full in the early months.
The Approach
The Approach
We’ve been managing Finnable’s social handles since October 2023 — and the mandate goes end-to-end.
From creative concepting and calendar planning to shoot execution and post-scheduling — everything runs through our team, in close partnership with Moira.
Here’s what we’ve done so far:
Instagram & LinkedIn Management
We launched Finnable’s social presence from zero — building a feed that balanced product education with lifestyle content, humour, and community stories.Content Creation & Planning
Everything starts with strategy. Each month, we craft a content calendar that’s insight-driven, persona-aware, and theme-based. Then we produce, edit, and post content in formats ranging from carousels to live-action videos.Workshops & On-Ground Research
Early in the project, we conducted in-person research in Bangalore malls to better understand our audience. These insights shaped everything — from tone to themes to visual direction.Influencer Marketing
Our first big-ticket collaboration was with Shreyaa Kapoor, one of the most well-known influencers in the personal finance space. We executed four high-performing videos with her — and this paved the way for more partnerships.Office Shoots & Culture Content
We’ve conducted multiple shoots at the Finnable office to bring in founder POVs, behind-the-scenes stories, and humanise the brand beyond the product.Supporting Other Brand Tracks
As the relationship has grown, we’ve begun contributing to other tracks — including light support on website UX improvements and broader brand thinking.
We’ve been managing Finnable’s social handles since October 2023 — and the mandate goes end-to-end.
From creative concepting and calendar planning to shoot execution and post-scheduling — everything runs through our team, in close partnership with Moira.
Here’s what we’ve done so far:
Instagram & LinkedIn Management
We launched Finnable’s social presence from zero — building a feed that balanced product education with lifestyle content, humour, and community stories.Content Creation & Planning
Everything starts with strategy. Each month, we craft a content calendar that’s insight-driven, persona-aware, and theme-based. Then we produce, edit, and post content in formats ranging from carousels to live-action videos.Workshops & On-Ground Research
Early in the project, we conducted in-person research in Bangalore malls to better understand our audience. These insights shaped everything — from tone to themes to visual direction.Influencer Marketing
Our first big-ticket collaboration was with Shreyaa Kapoor, one of the most well-known influencers in the personal finance space. We executed four high-performing videos with her — and this paved the way for more partnerships.Office Shoots & Culture Content
We’ve conducted multiple shoots at the Finnable office to bring in founder POVs, behind-the-scenes stories, and humanise the brand beyond the product.Supporting Other Brand Tracks
As the relationship has grown, we’ve begun contributing to other tracks — including light support on website UX improvements and broader brand thinking.
The Outcome
The Outcome
From launching with zero followers, Finnable’s Instagram has now grown to 19K+ — with a steady blend of organic and paid content.
But more importantly, the brand now has momentum. Internally, this work has sparked new conversations around partnerships, offline marketing, and long-term brand-building.
Social was just the starting point. Now, the team has seen what’s possible.
From launching with zero followers, Finnable’s Instagram has now grown to 19K+ — with a steady blend of organic and paid content.
But more importantly, the brand now has momentum. Internally, this work has sparked new conversations around partnerships, offline marketing, and long-term brand-building.
Social was just the starting point. Now, the team has seen what’s possible.
What’s Next?
What’s Next?
We’re now exploring a shift from content ops to overall brand strategy — helping Finnable define its next chapter.
With stronger awareness and a clearer voice in place, the next step is depth — building campaigns and community efforts that can shape how India’s working class relates to fintech.
We grew from 0 to 19K+ followers with a healthy balance of organic and paid — and a system that helps us test, learn, and evolve quickly.
We’re now exploring a shift from content ops to overall brand strategy — helping Finnable define its next chapter.
With stronger awareness and a clearer voice in place, the next step is depth — building campaigns and community efforts that can shape how India’s working class relates to fintech.
We grew from 0 to 19K+ followers with a healthy balance of organic and paid — and a system that helps us test, learn, and evolve quickly.
Let's bring your vision to life.
© Priyanshi Poddar 2024
Let's bring your vision to life.
© Priyanshi Poddar 2024
Let's bring your vision to life.
© Priyanshi Poddar 2024