Lendingkart - Partner of Choice
Landingkart
Rajkummar Rao
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Overview
Lendingkart, a leading fintech platform providing business loans to SMEs, set out to go beyond a purely functional narrative and establish a deeper emotional connection with its core audience micro and small business owners across India. The campaign’s objectives were clear: position Lendingkart as a trusted financial partner, increase brand awareness among over 50,000 SME businesses, and educate the market about Lendingkart’s key value propositions transparent processes, hassle-free access, and tailored loan solutions. A core focus was also placed on driving high-quality lead generation through a strategically optimised digital funnel.
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Creative Strategy
The campaign film, featuring versatile actor Rajkummar Rao, delivered a compelling, story-driven narrative centered around a struggling shop owner who overcomes cashflow challenges with Lendingkart’s efficient support. The tone was empathetic, trust-centric, and aspirational, resonating with real-world experiences of small business owners. Core messaging focused on the speed and simplicity of loan approvals, transparency with no hidden fees, and the brand’s mission to empower India’s small and micro business owners to grow with confidence.
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Execution Highlights
YouTube TrueView in-stream & bumper ads targeting business owners, entrepreneurs, and financial decision-makers
LinkedIn Sponsored Posts focused on professional reach and lead-gen forms
Instagram & Facebook ads with short cuts, carousel testimonials, and lead-gen CTAs
DOOH messaging in key SME clusters in Mumbai, Delhi, Bengaluru
Retargeting across social and search to shepherd audiences into the Lendingkart portal
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Performance Mtrix
YouTube Views (Paid + Organic) 3.8 million in first 4 weeks
Video Completion Rate (YouTube) 58% (benchmark: 45–50%)
LinkedIn Lead Form Submissions 4,200 (with CPL around ₹350)
Instagram Reach 1.1 million
CTR (Facebook & LinkedIn) 1.9% average across platforms
DOOH Engagement (“Scan QR”) ~18,000 QR interactions over campaign
Time on Site (Loan Info Page) 1 minute 45 seconds (baseline: 1:10)
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Business Impact
The campaign drove strong business results and brand impact. Loan applications in targeted regions rose by 27% month-over-month, while ₹85 crore in loans were disbursed within just two months of launch. According to post-campaign brand surveys, unaided brand recall increased to 33%, up from ~19%, and consideration for digital loans jumped by 22 percentage points among SME viewers. The campaign was also highly efficient, with cost-per-lead (CPL) staying under ₹400, thanks to a smart retargeting strategy integrated across channel
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Campaign Learning
The campaign revealed key strategic learnings. Storytelling with empathy significantly outperformed feature-led ads in engagement, proving especially effective in the fintech space where trust and relatability matter. On the performance front, LinkedIn lead forms combined with social lookalike targeting delivered high-quality conversions, making it a strong tactic for B2B acquisition. Additionally, offline-to-online integration through QR-enabled DOOH placements created a measurable uplift in funnel engagement, bridging physical presence with digital action seamlessly.
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My Role
I led LinkedIn campaign creation and retargeting matrices, analyzed CPL and conversion quality weekly, collaborated with OOH teams on QR engagement tracking, and reported campaign performance tied to loan KPIs.