Olyv

The team at Smartcoin wanted us to create a campaign, to make them more famous. The first thing that we advised them with, was the need to change their name from Smartcoin. This was because while Smartcoin was a lending app that offers loans to people who do not get them easily from financial institutions, the name Smartcoin seemed to suggest that it was a crypto or a reward coins business. We felt a change of name even to a neutral one would serve them better than one which seemed to miscommunicate the category that they were in.

This led to us working with them through a purpose driven rebranding exercise. A new name, a new brand philosophy, a new brand guideline, et al.

The new name was to be Olyv. The brand would be a partner to the hardworking Indian. Olyv’s mission was to be the unwavering partner who would help realize the dreams of the hardworking Indian.

These hardworking Indians are often in need of financial help for different reasons – from medical assistance, to kid’s education, to lifestyle expenses. Olyv wanted to empower these hardworking Indians by giving them loans in minutes.

We relaunched the brand with its new name Olyv and an expressive tagline – “Jahan Sapne, Wahan Olyv”.  Olyv was operating in a crowded market and a celebrity would help us make an impact. So we collaborated with Naveen Kasturia, the lead actor of the show ‘Aspirants’.

We created 3 films that featured Naveen in a double role, touching upon different use cases (medical emergencies, SMEs & lifestyle). This was followed by multiple creatives on social media and collabs with a wide range of influencers. The campaign helped Olyv position itself as a leading app that disburses loans faster and across a wide spectrum of ticket sizes.

The campaign delivered significant brand lifts within a quarter of its launch across markets. And also led to multiple awards for the campaign and for Olyv as a digital platform.