Airpay money has launched a new financial awareness campaign called ‘Pehle Check, Phir Invest’, encouraging people to assess their financial health before making investment decisions.
The campaign is being promoted across Meta, YouTube, Google Ads, and influencer platforms, supported by two films available in seven Indian languages including Hindi, Marathi, Gujarati, Tamil, Telugu, Kannada, and Malayalam.
A key part of the initiative is the Financial Health Check report, available through the app and web platform. The feature evaluates factors such as income, savings, spending, insurance coverage, and liabilities to provide users with an overview of their financial position. It also generates a Financial Health Score covering areas such as insurance, investments, net worth, emergency funds, and financial planning tools.
The launch comes at a time when retail participation in investments continues to grow in India. However, despite an average assets under management (AUM) base of Rs 83.47 trillion, many first time investors discontinue their investment journey early. Through this campaign, airpay money aims to highlight the importance of financial preparedness and increase awareness around financial wellness, particularly among consumers in Tier 2 and Tier 3 cities.
Watch 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,” said
Adding to that, Shreyas Deshmukh, AVP Marketing (B2C), airpay, said, “Marketing campaigns don’t just drive action, it shapes 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.”
Unmisha Bhatt, Co-Founder and Chief Strategy Officer, Tonic Worldwide, said, “Having worked extensively with top BFSI brands, we’ve seen the investment landscape evolve. A core insight is that while Indians are eager to invest, too many rely on market noise and herd behaviour. Because every individual’s life goals and responsibilities are unique, airpay money’s ‘Pehle Check, Phir Invest’ campaign introduces a crucial, missing step in the personal finance journey: self-awareness.”
She Further added, “By leveraging culturally relatable narratives, this campaign drives a necessary mindset shift, urging people to pause, assess their financial wellness score, and make investment decisions with genuine confidence rather than external influence.”
