Academy

The Challenge

In a highly competitive financial landscape, JS Bank aimed to cut through the noise with a new digital lending product – JS PayDay, offering hassle-free car and e-bike financing for salaried professionals. The challenge? Create massive product awareness, generate qualified leads, and connect emotionally with a modern audience while still leveraging a deep sense of nostalgia.

The Big Idea

What better way to spark attention than reuniting Mikaal Zulfiqar and Faisal Qureshi – a beloved duo from the early 2000s known for their on-screen charm and wit? The campaign brought them back with a quirky, lighthearted take on modern-day financial struggles, like advance salary, carpooling, borrowing rides, and relying on others; positioning JS PayDay as the ultimate solution.

Execution

• A 360° digital campaign rolled out across Facebook, Instagram, YouTube, and Google Display Network, supported by influencer marketing

• A humorous yet relatable storyline showing the everyday commuting struggles of two colleagues; one with JS PayDay, and one… without.

• Punchy taglines and shareable content drove word-of-mouth and virality.

Results That Spoke Louder Than Words

💡 70,000+ Marketing Qualified Leads (MQLs)
📈 27,400+ Sales Qualified Leads (SQLs)
💰 Average ROI: Rs. 15.76 on every rupee spent
🚀 Campaign KPIs surpassed across reach, engagement, and conversions

Key Takeaways

• Nostalgia is powerful: The revival of iconic on-screen chemistry helped the campaign stand out in a cluttered digital space.

• Humor works: The fun and relatable content resonated with the audience, driving engagement and shares.

• Integrated Strategy = Impact: The campaign effectively combined storytelling, star power, and strategic media planning to drive real business results.

JS PayDay isn’t just a product – it’s a movement towards independence. And this campaign proved that with the right creative twist, even banking can be entertaining.