Fibe, a digital lending platform, has launched a new AI-created brand film campaign, ‘Jiyo Full Size’. The campaign explores how financial limitations can delay or reshape personal plans and highlights the role of timely access to credit in helping consumers meet important financial needs and life goals.
The three-film campaign is built around the familiar phrase ‘Paisa kahan se aayega?’ as its central creative theme. It reflects situations in which people may postpone or scale back their aspirations due to financial constraints, ranging from everyday expenses to larger purchases and experiences.
Across the films, Fibe uses humor and visual metaphors to depict these situations. In one film, a groom’s wedding horse shrinks in size, while another shows an international flight becoming miniature, and a third features a reduced version of a woman’s dream home setup. Each story returns to its original scale to reinforce the campaign’s central message.
The campaign was developed in partnership with Punt Creative and incorporates artificial intelligence into the creative process. According to the company, AI was used to create the films’ visual style and to support the storytelling, rather than serving solely as a production tool.
Watch the campaign
Dream Wedding
International Travel
Home & Lifestyle aspirations
Speaking about the campaign, Sudesh Shetty, Chief Marketing Officer (CMO), Fibe, said, “Our latest campaign is called Jiyo Full Size and is a natural extension of what Fibe has always stood for – enabling the aspirations of India’s middle-income consumers. Whether it’s a dream wedding, a long-awaited holiday, or creating a home you truly love, these are some of the moments for which consumers most often turn to personal loans, but they’re also the moments where financial constraints can sometimes lead to compromise.”
He further added, “We wanted to capture that reality in a way that felt relatable, optimistic, and memorable. AI gave us a fresh, creative canvas to bring this idea to life, while staying true to our belief that aspirations deserve to be lived full-size.”
Commenting on the campaign, Harsh Shah, Managing Director, Punt Creative, said,
“For young India, dreams are never small. The challenge often comes now when money becomes the reason to compromise. With this campaign, we wanted to capture that feeling in a fresh, entertaining, and highly visual way.”
He further added, “AI helped us dramatise the emotion of dreams becoming smaller in a format that is instantly relatable and memorable. Through the campaign, we are reinforcing Fibe’s promise of helping consumers access timely credit so they do not have to scale down life’s big plans.”
