Marketing Featured South Asia

HiveMinds nabs digital marketing remit of Rupeek

Bangalore, India – HiveMinds Innovative Market Solutions, the full-service digital marketing and consultancy firm by Madison World, has recently bagged the digital marketing mandate of Rupeek, India’s asset-backed digital lending platform.

Rupeek aims to democratise access to hassle-free, doorstep credit for all markets and audiences. Currently, Rupeek also operates in the gold loan space. Its investors include Sequoia Capital, Accel Partners, Bertelsmann, and GGV Capital, as well as VEF, and Lightbox.

Rupeek’s spokesperson commented that as they continue to grow and unlock gold-backed credit for a billion Indians, digital marketing will play an important role in driving this momentum further via tech-led gold monetisation (GoMon) in over 120 cities across the country. 

“We are happy to partner with HiveMinds in this digital-led growth,” the spokesperson said. 

Meanwhile, Deepti Bhadauria, HiveMinds’ chief strategy officer, shared that gold asset loan is a $2 trillion opportunity in India, and there is a massive consumer segment looking for access to cheap capital and monetisation of gold assets that can be unlocked using digital marketing effectively. 

“I am happy that we will be partnering with Rupeek, in scaling and building India’s largest digital asset-backed fintech platform,” said Bhadauria.

In January 2022, HiveMinds has also bagged the digital mandate of insurance firm Max Life Insurance to manage its paid marketing portfolio. As part of the mandate, HiveMinds will be responsible for carrying out digital marketing activities across all publishers and platforms for Max Life Insurance including Google, Facebook, and Taboola, as well as Outbrain, amongst others.