airpay money has launched ‘Pehle Check, Phir Invest’, a campaign encouraging individuals to assess their financial health before investing.
The campaign is being rolled out across Meta, YouTube, Google Ads and influencer channels. It is centred on the platform’s Financial Health Check, an in-app and web-based feature that assesses users’ income, savings, spending, insurance, liabilities and investments before recommending financial products.
The company said the feature generates a Financial Health Score based on factors including insurance preparedness, investment readiness, net worth, emergency funds and financial planning.
Commenting on the campaign, Kumar Binit, CEO, airpay money, said: “Every smart decision starts with an assessment. Investing should be no different. ‘Pehle Check, Phir Invest’ is designed to help individuals understand their financial wellness before they begin their wealth-building journey.”
Shreyas Deshmukh, AVP, marketing (B2C), airpay, said: “Marketing campaigns don’t just drive action; they shape behaviour. ‘Pehle Check, Phir Invest’ is built around a simple consumer insight: people are increasingly seeking confidence, not just convenience, in their financial decisions. By bringing financial readiness into the mainstream conversation, we hope to encourage a more mindful and informed approach towards financial wellness.”
Speaking about the campaign strategy, Unmisha Bhatt, co-founder and chief strategy officer, Tonic Worldwide, said: “Having worked extensively with leading BFSI brands, we’ve witnessed how the investment landscape continues to evolve. While Indians are increasingly eager to invest, many still rely on market noise and herd behaviour.
Since every individual’s goals, responsibilities, and financial realities are unique, airpay money’s ‘Pehle Check, Phir Invest’ campaign introduces a critical missing step in the financial journey: self-awareness. Through culturally relevant storytelling, the campaign encourages people to pause, assess their financial wellness, and make investment decisions with greater confidence and clarity.”