ITV

Category: Ad Campaigns

  • Parle Agro’s dynamic OOH campaigns for Appy Fizz, Frooti & Smoodh make a striking impact this summer season

    Parle Agro’s dynamic OOH campaigns for Appy Fizz, Frooti & Smoodh make a striking impact this summer season

    Mumbai: As summer heats, Parle Agro, India’s leading beverage giant, has set out to captivate consumers with vibrant Out-of-Home (OOH) campaigns for its popular brands – Frooti, Appy Fizz and Smoodh. Designed to grab attention during the scorching summer months, the campaigns aim to maximize brand impact,reach and consideration across all corners of the country.  

    Each brand’s campaign has its own unique theme, tailored to its specific target audience. The Frooti campaign, under the theme ‘WOW Frooti’, has been launched in 74 cities. Featuring brand ambassador Alia Bhatt, the campaign’s attractive visuals capture the fun and wow factor associated with every sip of the mango drink. Similarly, the outdoor campaign for dairy brand Smoodh featuring ambassador Varun Dhawan, reflects the brand’s irresistible smoothness with the ‘Oh So Smoodh’ themed campaign and has gone live across 90 towns. Appy Fizz’s ‘Get Fizz’ themed campaign reflects its effervescent energy personified by brand ambassador Kriti Sanon. The vibrant and electrifying visuals of Appy Fizz have been splashed across 94 towns in India.  

    Each campaign has been launched with over 600 media assets. Parle Agro has adopted a micro-catchment targeted strategy, focusing on specific city pockets to ensure the campaigns receive maximum visibility and impact. They’ve been strategically placed at top-performing markets and high-distribution towns, tourist hubs and prominent city landmarks. The campaigns leverage dynamic digital-out-of-home (DOOH) creatives to boost engagement. Static and digital billboards have been positioned along major roads and intersections, targeting key routes. Additionally, smaller format media like Bus Queue Shelters (BQS) were placed along sub-arterial routes, covering market areas, commercial hubs, and popular spots like railway stations and bus depots.

    1. Speaking of the campaigns, Parle Agro head of marketing & international business Ankit Kapoor said, “For us, the summer season is about becoming the top  choice for consumers seeking delicious refreshment in the heat.  OOH is a critical medium for us in driving memorability and and reinforcing the distinctive worlds of our brands. By placing our media assets at strategic locations, we ensure our brands are not just seen but remembered. Moreover, our focus on dynamic content and celebrity endorsements adds an extra layer of engagement, enhancing the effectiveness of our campaigns. With these visually captivating campaigns, we aim to maximize brand visibility, impact and consideration across our top-performing markets nationwide.”

    Speaking about the campaign, Platinum and MRP CEO Dipankar Sanyal said,  “Parle Agro campaigns for Appy Fizz, Smoodh and Frooti brighten up the summer season. Their success is a result of the exceptional teamwork between Parle Agro and the Platinum team, leveraging every available data to maximise return on investment. We used Madison’s suite of OOH tools for scientific planning and faultless execution, adapting to each market’s unique needs. Despite the added challenge with General Election campaigns, our timing ensured our campaigns stood out without being overshadowed.”

  • AbhiBus comes up with a refreshing new ad campaign

    AbhiBus comes up with a refreshing new ad campaign

    Mumbai: AbhiBus, an online bus-ticketing platform in India, has launched an exciting new ad campaign featuring Tollywood Superstar Mahesh Babu and the king of comedy Rajendra Prasad. Set to kick off this summer, the campaign will feature the magical duo of Mahesh Babu and Rajendra Prasad in a series of ads set to launch across different festival seasons throughout the year. The new ad campaign has been directed by none other than Anil Ravipudi of F2 and Sarileru Neekevvaru fame. The ad highlights the last-minute booking that AbhiBus offers to millions of travelers across India. Whether it’s a short trip or a long journey, AbhiBus remains the preferred choice for hassle-free bus bookings.

    The ads will be launched across TV and digital platforms. The first TVC, released today, features a lively banter between a playful uncle and his nephew. The advertisement starts with Babai (Rajendra Prasad) preparing for his exam; Abhi (Mahesh Babu) enters the room and asks what he is doing. Babai responds that he has promised Kanakam that he will top the exam. Abhi, seeing nothing he can do and not wanting to engage further, tries to leave. Babai then asks Abhi to go for a trip to Tirupati, thus leading to a comical turn of events that results in the duo embarking on a last-minute bus journey to Tirupathi, showcasing the fast and seamless booking process of AbhiBus.

    The idea was to design a campaign matching AbhiBus’ energetic and vibrant brand image. The brand decided to team up with Rajendra Prasad and Mahesh Babu, as the dynamic duo are known for their on-screen chemistry and comedic timing. With a focus on incorporating humor and relatability, the ads will feature funny interactions and playful banter between the two actors.

    AbhiBus (ixigo bus business) CEO Rohit Sharma shared his excitement about the launch of the campaign, stating, “We are thrilled to collaborate with the iconic Mahesh Babu who has been a long-standing brand ambassador of AbhiBus for the past eight years, and the immensely talented Rajendra Prasad for our new brand campaign. While RP is a legend with close to 50 years in the film industry, Mahesh is a household name and a star. The duo has created magic on screens every time they have appeared together and it is this chemistry and humorous energy that we have drawn on in our upcoming series of ads.  Their immense popularity and relatability make them perfect ambassadors to convey our message of celebrating travel and togetherness with your loved ones. Through this campaign, we aim to connect with our audience on a deeper level and reinforce our commitment to providing seamless and joyful travel experiences.”

    Speaking on the occasion Tollywood superstar Mahesh Babu said, “As an actor, I’ve always admired brands that consistently uphold their promise of delivering quality and ensuring customer satisfaction. AbhiBus stands out as one such brand with which I’ve been associated for the past eight years. Their commitment to offering seamless travel experiences and dependable bus services is truly commendable. It has been a pleasure to align myself with a brand that demonstrates consistency and reliability in their services, and I eagerly anticipate the continuation of this partnership for many more years ahead.”

  • Rotary GenNext’s rap jam energizes youth to take charge at the Ballot Box

    Rotary GenNext’s rap jam energizes youth to take charge at the Ballot Box

    Mumbai: Rotary GenNext, satellite chapter of the Rotary Bangalore MidTown, has kicked off an inspiring campaign aimed at mobilizing Indian youth for the upcoming 2024 Lok Sabha elections. The campaign, titled ‘YourVoteYourVoice’, seeks to amplify youth participation in the democratic process and bring about meaningful change in society.

    At the heart of the campaign is a captivating rap song titled ‘Power of your Voice’, produced in collaboration with Mad Mic, a prominent rapper from Bangalore. The song serves as a rallying cry for the youth, emphasizing the significance of each individual vote in shaping the nation’s future. Mad Mic’s appeal to the youth adds resonance to the campaign’s message, urging young Indians to recognize their collective power in effecting change. The rap song confronts feelings of disillusionment and apathy towards politics, while also empowering listeners to reclaim their agency and make a difference through voting.

     

     

    With a staggering 97 crore eligible voters in India, the #YourVoteYourVoice campaign aims to encourage both rural and urban youth to exercise their right to vote. In the 2019 elections, 67% of youth turned up to vote, a statistic Rotary GenNext is determined to improve upon in the upcoming Lok Sabha elections.

    “The idea behind this campaign is to reignite the passion among our youth for active civic participation,” said GenNext chairman RBM Taher Queesh Merchant. “We want to see a higher voter turnout in 2024, and we believe that by inspiring the youth, we can achieve this goal.”

     

  • Priyagold unveils campaign featuring Kiara Advani for new Snakker biscuits

    Priyagold unveils campaign featuring Kiara Advani for new Snakker biscuits

    Mumbai: Priyagold, a prominent player in the fast-moving consumer goods (FMCG) industry, has come up with a new campaign to create curiosity around the new range of Snakker biscuits among the Gen Z audience.

    With the launch of the new biscuit, the brand innovatively coined the term ‘Snakk’ to strike a chord with the youth. Resonating with their interest, Priyagold aspires to make Snakker biscuits synonymous to snacks. The video features brand ambassador Kiara Advani to tap the interest of youngsters. The popularity of the actress, coupled with her active social media presence bodes well for establishing a strong connection with the Gen Z audience.

    Through the video posted on the celebrity’s social media platform, the brand created curiosity by showcasing the actress involved in baking a cake with secret ingredients. This keeps the audience hooked by compelling them to guess the favorite snack of the actress. Incorporating the popular Gen Z term ‘Snakk” played an instrumental role in piquing the interest of the audience and driving maximum engagement from them.

    Ultimately, the rollout of a video by Kiara Advani revealing the launch of the Snakker biscuit from the house of Priyagold garnered huge engagement from the audience, implying their trust in the brand. At the same time, the revelation depicted the delectability of the cookie for indulgence in a rich, creamy flavour with a hint of crunchiness to it.

    For driving mileage around the campaign, the brand also roped in relatable comedy influencers to amplify awareness surrounding the Priyagold Snakker Biscuit. In the process, humor and wittiness were infused to the campaign to foster deeper connection with the audience.

    Speaking on the occasion, Priyagold’s director Mannas Agarwwal said, “The campaign is designed to appeal to Gen-Z audience and that is why we incorporated the term “Snakk” for Snakker Biscuit which has two meanings, one means a Snack to have when hungry and other is referred to someone who is attractive or appealing. It is very important that we do ad campaigns which appeal to the younger demographic because they are becoming our largest consumer segment.”

    Priyagold is at the forefront of leading the trend in the FMCG sector by curating innovative offerings. Bringing about the confluence of quality and affordability, the brand has been a top choice among Indians for the past 23 years, reinforcing its capability to offer a range of delectable products.

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by KIARA (@kiaraaliaadvani)

     

  • Sonam Kapoor champions hydration for new moms in The Moms Co.’s #400%Hydration campaign

    Sonam Kapoor champions hydration for new moms in The Moms Co.’s #400%Hydration campaign

    Mumbai: The Moms Co., a leading name in natural skincare solutions, releases its new campaign #400%Hydration featuring its all new Natural Hydrating Range, meticulously designed to cater to the unique skincare needs of lactating and breastfeeding mothers. The range introduces a revolutionary approach to hydration, boasting eight types of hyaluronic acid for unparalleled effectiveness. With a remarkable 400 per cent instant hydration, this range deeply penetrates the skin, leaving it soft, supple, and visibly plump, prioritising the well-being of mothers through the all new natural hydrating range.

    The highly anticipated launch event of The Moms Co.’s natural hydrating range featured actress and brand ambassador Sonam Kapoor. This exclusive event, which took place at the picturesque Grappa, Shangri-La Eros New Delhi beautifully brought to life the essence of hydration through its carefully curated and delectable F&B offerings. It was a momentous occasion as Sonam unveiled and discussed the innovative hydration range products tailored for lactating and breastfeeding mothers, for #EveryMomThroughEveryChange. Sharing her motherhood journey with the attendees, Sonam also explored the unique benefits and effectiveness of the Natural Hydrating Range, setting a new standard in skincare that celebrated beauty, empowerment, and motherhood. The event décor, food, and drinks at Grappa, Shangri-La Eros New Delhi were all carefully curated to align with the theme of hydration, providing guests with an immersive experience that highlighted the importance of nourishing and hydrating skincare solutions for mothers.

    Speaking about her collaboration, actor and brand ambassador, Sonam Kapoor expressed her excitement, stating, “As a mother, I understand the importance of safe and effective skincare during this transformative phase. The Moms Co.’s Natural Hydrating Range is a testament to their commitment to providing mothers with the best-in-class products that prioritize both efficacy and safety.”

    “As a brand dedicated to empowering mothers with safe and effective skincare solutions, we are thrilled to introduce our Natural Hydrating Range, tailored specifically for the needs of lactating and breastfeeding mothers, for #EveryMomThroughEveryChange. We’re thrilled to have Sonam Kapoor be part of this launch, reaffirming our commitment to providing the best-in-class products that prioritise both efficacy and safety.” added Good Brands Co CEO Sukhleen Aneja.

    Crafted with a deep understanding of mothers’ skincare concerns, The Moms Co.’s Natural Hydrating Range offers a diverse array of products, each formulated to deliver optimal hydration and skin-plumping benefits:

    Natural hydrating under-eye cream: With a three-baller unit, it aids in skin repair and regeneration, combats signs of aging, and supports the skin’s natural barrier with Pro Vitamin B and Vitamin E. Available for Rs 226.

    Natural hydrating face wash: Refreshing for every skin type, this face wash has Vitamin E encapsulated which bursts upon lathering, maintaining the skin’s moisture barrier. It also includes white mushroom for brightening and reducing inflammation. Available for Rs 249

    Natural hydrating day cream: Offers 400% instant hydration, SPF 40 and gives hydration upto 72 hours. Strengthens the skin barrier, boosts collagen production, and includes Vitamin E and Hibiscus Extract for added benefits, with no white cast. Available for Rs 399

    Natural hydrating night cream: Encapsulated with Vitamin E, which dissolves into the skin on contact. Works hard all night to improve skin tone, reduce signs of enlarged pores, and includes Squalene, Niacinamide, and Glycerin for maximum results. Available for Rs 575

    Natural hydrating face gel: Lightweight and non-greasy, this face gel deeply hydrates the skin for up to 72 hours, making it soft and supple, with Hibiscus Extracts and Glucose for added benefits. Available for Rs 699

    Natural hydrating face serum: A unique fusion of natural ingredients, encapsulated with Vitamin E providing plump-looking skin and deep hydration for up to 72 hours. Ingredients include Date Palm Extracts, Jojoba Seed Oil, Green Tea Extract, Shea Butter, and Bakuchiol. Available for Rs 599

    Natural hydrating Bi-phasic face toner: Bi-phasic in nature, it provides a refreshed and even-toned look, deeply hydrates the skin for up to 72 hours, and tightens pores with Vitamin E and Date Palm. Available for Rs 399

    Natural hydrating Bi-phasic sunscreen mist: India’s only bi-phasic sunscreen. Ensures sun-protected skin all day long with SPF 30+, boosts collagen production, and keeps all layers of the skin hydrated with Date Palm Extract and Pongamia Glabra Seed Oil. Available for Rs 399.

    The Moms Co.’s natural hydrating range offers mothers a holistic and effective solution to address their unique needs, redefining hydration and embracing the beauty of motherhood. The Moms Co.’s Natural Hydrating Range is now available on their official website and leading e-commerce platforms. For more information, please visit https://themomsco.com/

  • Taboola introduces Taboola Select

    Taboola introduces Taboola Select

    Mumbai: Taboola, wearing recommendations for the open web,  announced Taboola Select, a new offering created exclusively for large advertisers that provides access to a curated selection of Taboola’s premium editorial partnerships.

    For the first time, Taboola is offering advertisers a way to leverage a highly curated subset of just 15 percent of Taboola’s most premium publishers in the U.S., to drive performance campaigns. Taboola Select offers advertisers a way to connect with millions of daily active users on premium destinations including Yahoo, Business Insider, and The Associated Press in inventory that is highly visible, brand-safe and surrounded solely by trusted editorial content.

    Taboola Select allows advertisers to tap into standalone placements on nearly every part of esteemed publisher sites, including homepages, mid-article sections and in a new position called Featured Placements.

    Brands that choose Taboola Select can harness the power of CPC buying and leverage Taboola’s advanced AI, including the highly effective Maximize Conversions bidding technology, which consistently reduces CPAs by 15 per cent on average.

    “Taboola is giving advertisers the inventory they need, on the most trusted publishers in the world, to reach consumers,” said Taboola CEO Adam Singolda. “Reliable and effective performance advertising has always been crucial, as these types of campaigns continue to help brands stay resilient and drive results regardless of industry headwinds. Taboola Select is one of the industry’s most unique packages for large advertisers to tap into, to run performance campaigns to reach consumers at scale. We’re combining brand-safe environments via our direct relationships with the world’s most premium publishers, with prominent ad placements that brands simply can’t get anywhere else.”

  • KGeN launches nationwide campaign to empower next-gen gamers

    KGeN launches nationwide campaign to empower next-gen gamers

    Mumbai: Kratos Gaming Network (KGeN), formerly known as IndiGG, a community-led platform, has announced the exciting launch of a nationwide campaign to educate and empower the new generation of gamers about the burgeoning world of Web3 gaming and its associated benefits including income opportunities and alternate careers.

    The campaign, over six months, will unfold across Mumbai, Delhi, Indore, and Kolkata including other tier one, two, and three cities, targeting communities and students from numerous colleges and universities. With these ongoing campaign activities, KGeN aims to foster awareness among young enthusiasts, highlighting gaming not just as a pastime but as a gateway to future careers, personal growth and alternate income opportunities given that blockchain is the future technology. KGeN will carry out a series of engaging activities tailored to resonate with students and their families. These include student meetups featuring inspiring stories of gamers who have contributed significantly to their families for income.

    Additionally, there will be college competitions and roundtable discussions with key opinion leaders (KOLs) like educators, psychologists and others in the space who will provide invaluable insights into the future landscape of gaming and blockchain technology going beyond traditional careers. Blockchain typically enhances player ownership by allowing gamers to have true ownership of in-game assets that can be bought, sold, and traded across different games and platforms. The platform has already enabled monetization for more than one million gamers, and is expected to see a 20X increase in the number of gamers with this move.

    KGeN has created the proof-of-gamer (PoG) engine, the largest pool of immutable data of gamers making it the world’s largest gamer reputation program. This will allow gamers to have ownership and rights to their data on chain and effortlessly allow them to monetize it. This will be the first time that gamers will be allowed complete control of their data and who gets access to it.

    One of the primary objectives of this campaign is to dispel misconceptions surrounding gaming as a viable career option, particularly in the realm of web3 gaming. By fostering dialogue and education, KGeN aims to address parental concerns and equip students with the knowledge and confidence to pursue their passion for gaming as a positive career path.

    Kratos Gaming Network elder member council Ishank Gupta said, “Data ownership for gamers will be a game changer for the industry. With this national campaign we intend to empower gamers and make them aware of the new opportunities and possibilities. Data ownership is going to be revolutionary for the industry, and the potential applications extend far beyond gaming. We’re talking about a fundamental shift in the way we interact with technology, with users taking ownership of their data and shaping the future of the digital world.”

    KGeN is building an ecosystem that aims to be the home of global gamer data, owned by gamers. At the heart of it is the proof of gamer (PoG) engine that allows gamers to build, own, flex & monetize their reputation. This data framework can be accessed by game publishers to find relevant gamer cohorts to engage with their games.

    According to a recent report, the market size of gaming is expected to reach $8.6 billion by 2027, up from $2.6 billion in 2022, at a CAGR of 27 percent. The global Web3 gaming industry is expected to rise at a CAGR of 18.7 percent from 2023 to 2033. This not only empowers players but also creates a new economy around gaming.

  • Colgate urges consumers to take a smile break this IPL season

    Colgate urges consumers to take a smile break this IPL season

    Mumbai: As millions of us are glued to the all-new season of Indian Premier League (IPL), Colgate-Palmolive India’s campaign “Indian Sweets League” works as a clever reminder to do something we often miss after the celebrations; brushing our teeth at night. Indian Sweets League is a unique collaboration with JioCinema & Indian Premier League (IPL) as part of Colgate’s #BrushTonight initiative aimed at raising awareness about oral health.

    We have all had that moment, hooked to our TV screens munching on food, as the stadium roars in anticipation. The last ball is bowled, deciding the fate of the match. We jump with joy and are ready to celebrate the win with a yum dessert.  

    With cricket legends Suresh Raina and Zaheer Khan leading the charge, “Indian Sweets League” takes forward the narrative of encouraging consumers to adhere to the crucial practice of brushing teeth before bedtime after indulging in sweet delights.

    The campaign promises to deliver a mix of fun banter, match predictions, and a focus on night time brushing. The campaign encourages viewers to take a ‘strategic timeout’ every night to brush their teeth, thus ensuring a winning smile.

    Colgate-Palmolive India EVP marketing Gunjit Jain said, “The last thing that millions of Indians put on their teeth is sugar, not toothpaste. This behavior gets heightened during the IPL season as Indians watch with rapt attention while munching on snacks, and ending it with a sweet celebration as their team wins the match. Our new campaign reminds IPL-loving Indians to enjoy cricket, but also protect themselves from cavities by taking a strategic time-out to brush their teeth at night.”

    Wavemaker India, GroupM chief client officer & office head, West, North & East Shekhar Banerjee said: “Our task is to drive behaviour change at scale and this idea with IPL on JioCinema had the power to influence close to 50% of urban India every night. With contextual messaging for every match we have created the perfect mix of right time and right message that reminds every fan to brush at night.”

    Each IPL match night will see a new edition of the “Indian Sweets League”, adding an extra layer of excitement to the cricket viewing experience. So, as you cheer for your team’s victories, do not forget to #BrushTonight.

    You can catch Colgate’s “Indian Sweets League” every night during the IPL matches on JioCinema. Join in the fun, enjoy the matches, savour your favourite sweets, and remember to always end your day on a high note with a winning oral care routine.

  • Farmley doesn’t have an IPL campaign – or does it?

    Farmley doesn’t have an IPL campaign – or does it?

    Mumbai: Farmley, a wholesome snacking brand, has launched its latest social media campaign called ‘We Don’t Have An IPL Campaign’. Instead of diving into the mania of IPL promotions, Farmley’s social media feeds have become the go-to destination for hilarious takes on the ongoing cricket action.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Farmley (@farmleyin)

     

    Going beyond the predictable, Farmley has opted for a subtle and light-hearted approach with “We don’t have an IPL campaign” which is all about taking a break from commercials and focusing on the nail-biting matches that IPL is actually meant for. Set in the background of desi heartland, Farmley’s posts have been a rollercoaster ride of humour and wit that have tapped into the pulse of netizens by embracing meme culture. Moreover, via influencer collaborations, the brand is taking a 360-degree spin on the IPL campaign.

    Senior manager – social media & content Simran shared her excitement, saying, “With our ‘We don’t have an IPL campaign’, we’ve tried to break the clutter and also bring a whole new level of relatability to the saturated market of regular IPL campaigns. It’s been an absolute blast seeing fans engage with our content and share the laughter far and wide.”

    This IPL season, host your IPL watch parties with Farmley’s wholesome snacks, that are not just flavourful and crunchy but also healthy. With Farmley’s munchies that are made from makhanas, you can now munch onto wholesome snacks without thinking twice. Farmley’s nutritious and delightfully tasty range is now available on leading online platforms like Amazon, Flipkart, Blinkit, Zepto, and Instamart, as well as in retail stores near you.

  • LoanTap Launches Campaign to Educate Public on Dangers of Fake Loan Apps

    LoanTap Launches Campaign to Educate Public on Dangers of Fake Loan Apps

    Mumbai: LoanTap, a digital platform, has taken an innovative approach to raising awareness about the rise of fake loan applications and predatory lending practices. The company has launched a video campaign that played across PVR cinema screens, coupled with volunteers present to answer questions from viewers.  

    The move comes amid increasing reports of unsuspecting consumers being trapped by fraudulent loan apps that charge exorbitant interest rates and fees or resort to harassment and data privacy violations to recover payments. Many of these apps are not registered with the Reserve Bank of India.

    The video campaign highlights the influx of SMS clickbaits and the risks of clicking unsecured links without verifying the source. It also emphasizes the importance of checking if a lender is registered with the RBI (Reserve Bank of India). The campaign exposes the modus operandi of fake lending apps – outrageous interest rates hidden in dense terms and conditions, and unauthorized access to phone contacts and data.

    After the impactful videos were screened, LoanTap volunteers were stationed at cinema exits to distribute literature on spotting fake loan apps, answer questions, and guide people on taking proper legal recourse if they had already been exploited by such apps.

    The rise of fake loan apps is a growing menace in India. The RBI has identified more than 600 illegal loan apps available on various app stores for Android users in 2021 alone. The government has already blocked 27 such apps, and the Google Play Store removed over 205 illegal loan apps as of November 2021.

    The RBI has compiled a comprehensive booklet titled “BE(A)WARE,” which provides practical information to help people safeguard themselves against fraudulent transactions. The booklet covers various fraud scenarios, including fake loan advertisements, SMS/email/call scams, OTP-based frauds, fake loan websites, and loans with forged documents. It emphasizes the importance of keeping personal and financial information confidential, being cautious about unknown calls/emails/messages, and practising due diligence during financial transactions.

    “While the digital lending landscape has grown considerably, it has also given rise to illegal lending apps preying on the vulnerabilities of unsuspecting borrowers. At LoanTap, we uphold the highest ethical standards and prioritize customer protection. This awareness campaign is a crucial step in empowering individuals to recognize the warning signs of fraudulent loan apps before they fall victim to their deceptive tactics and find themselves trapped in a cycle of debt,” stated  LoanTap chief risk officer  Rajeev Das.