CASE STUDY
Manipal Fintech
Pre-Launch Strategy · Market Research · Local Market Activation · Social Media Marketing · Content Strategy · Digital Campaigns
The Impact
Developed pre-launch and market-entry strategies for key South Indian markets.
Conducted market and audience understanding across Bangalore, Chennai, and Hyderabad.
Helped shape the communication approach for the gold loan offering.
Managed social media content and brand communication.
Developed digital campaigns supporting awareness and market activation.
Created a more locally relevant communication framework while maintaining brand consistency across markets.
The Challenge
Manipal Fintech was preparing to expand its gold loan offering into key South Indian markets, entering a category where trust, familiarity, convenience, and strong local competition significantly influence customer decisions.
Before taking the brand to market, it was important to understand how potential customers perceived gold loans, what influenced their choice of provider, and how communication needed to change across different cities and audiences.
The Strategic Question
How do we prepare a financial brand to enter competitive gold loan markets with the right positioning, audience understanding, and communication strategy?
Our Approach
CI360 worked with Manipal Fintech on its pre-brand launch and market-entry strategy, with a focus on key markets including Bangalore, Chennai, and Hyderabad.
Our work involved understanding local audiences, competitive dynamics, customer behaviour, and communication opportunities to help shape how the gold loan proposition should be introduced in each market.
These insights informed the brand’s content and digital communication strategy. CI360 handled social media content and campaigns, translating a financial product into simple, relevant communication designed to build awareness, familiarity, and trust ahead of and around market activation.
Rather than treating every location identically, the approach considered the nuances of individual markets while maintaining a consistent overall brand narrative.
Building the Market Before Building the Momentum
CI360 helped Manipal Fintech prepare the ground for its gold loan offering, combining local market understanding, strategic communication, social media, and campaigns to create stronger relevance before and during market entry.
