Niyo is a FinTech company offering digital banking and travel products serving international travellers and students. My role involved shaping the brand’s presence across social media, crafting copy for growth and product communication, and supporting ongoing marketing initiatives. I worked end-to-end on ideas, visualised concepts, and partnered with designers, editors, and creators to bring cohesive, well-crafted content to life.
Campaign and Topical Content
From planned campaigns to “this feels right today” moments, I worked end-to-end on ideas that actually earned attention. I shaped the concept, wrote the copy, and worked closely with designers and video editors to make sure the final output landed the way it should.
For the summer travel season, we leaned into a very human instinct. Using a wildlife-documentary lens, we made a video following Indian travellers in their natural habitat, juggling bags, chasing flights, and escaping heat.
For Valentine’s Day, we flipped the usual romance narrative and leaned into an anti-Valentine’s Day idea. Using the Eiffel Tower’s point of view, the video spoke to singles, nudging them to visit Europe because it sees enough couples already.
During peak honeymoon season, we had some fun with famous artworks. We made a video where the paintings not only side-eyed couples planning the perfect trip but also offered guidance on handling money.
For this PSA-style awareness campaign, we put the passport in the spotlight as it shared its woes, almost like a documentary narrator. Slowly weathering away and ignored, it addressed the camera directly, gently reminding viewers to check in on it.
Performance and Ad Creatives
Performance creatives were less about shouting and more about saying the right thing, well. I refined messaging based on user response and added my own flavour through tone and storytelling, so the work stayed effective without feeling flat.
For the launch of Niyo Express, we leaned into the speed angle and turned everyday moments into stories people could see themselves in. The creatives showed real-life scenarios, making the idea of getting the product in 24 hours feel both fast and totally relatable.
For an ad campaign aimed at students spending and sending money abroad, we created videos visualising life at a university overseas. The campaign brought student experiences to life in a fun and relatable way while showing how Niyo makes managing money abroad easier.
For an ad campaign promoting Niyo Forex Cash, we turned famous artworks into co-creators. Each creative paired the artwork with cheeky, wordplay-filled copy, making the product feel witty, approachable, and the visuals fun and memorable.
For the Niyo Zero Forex Markup Card, we created a pamphlet tailored for VFS centres, using familiar visual cues and straightforward, relatable copy. The idea was to make the product feel instantly relevant to travellers right where the journey begins.
Brand and Social Media Thinking
Social media is where a brand gets to show its personality. On LinkedIn and Instagram, I kept things friendly and a little cheeky, letting the products and travel shine while also giving glimpses of office life. Breaking into FinTech meant keeping the tone approachable and trustworthy, but still fun enough for people to want to stop scrolling.
When it came to emails, push notifications, and other lifecycle touchpoints, I kept things simple and useful. The goal was always clear communication that respected the user’s time while still nudging them in the right direction.
