airpay money, a digital financial wellness platform from airpay, has awarded its digital marketing mandate to Tonic Worldwide following a multi-agency pitch process.
The partnership will see Tonic Worldwide develop a digital-first strategy aimed at building awareness for airpay money and strengthening its positioning as a financial wellness platform. The focus will be on encouraging consumers to assess and improve their financial health through the platform.
airpay money was launched to address India’s financial literacy gap by helping users make informed financial decisions. The platform is designed for urban and semi-urban consumers and focuses on financial education, goal-setting, and building financial confidence. Unlike many fintech platforms that primarily promote financial products, airpay money aims to support users through guidance and financial wellness tools.
Speaking on the association, Kunal Jhunjhunwala, Founder, airpay, said, “At airpay, our core mission has always been to bridge the gap in financial access and build platforms that empower Indians. With airpay money, we are shifting the focus from transaction-driven fintech to becoming a true financial friend and mentor for the underserved middle class. Partnering with Tonic Worldwide aligns perfectly with this vision. Their creative expertise and digital-first approach will be instrumental in taking our message of financial education and habit-building to the masses, helping us reach our goal of empowering 20 million users with clarity and control over their financial futures.”
Commenting on the mandate, Kumar Binit, CEO, airpay money private limited, said, “Our research clearly shows that India’s middle-income earners don’t need complex investment products pushed on them; they need fundamental financial confidence. Our mission is simple: no Indian should feel hesitant when making decisions on their financial wellness journey. Bringing Tonic Worldwide on board is a strategic step in communicating this mission. Their deep understanding of consumer narratives will help us effectively deliver our product-neutral guidance, allowing us to build lasting, trust-driven relationships with our users and ensure our platform reaches those who need it the most.”
Sharing her perspective on the partnership, Unmisha Bhatt, Co-Founder and Chief Strategy Officer, Tonic Worldwide, remarked, “Financial wellness is just as fundamental as physical or mental well-being, yet it remains inaccessible to many. We are thrilled to partner with airpay money on this purpose-driven mandate. Our digital strategy is designed to do more than just communicate; it is built to actively guide consumers through their financial education. We want to empower India’s underserved middle class to take true ownership of their future by taking that first step to check and improve their financial health score.”
The account will be managed from Tonic Worldwide’s Mumbai office.