Fibe introduced a new position for a ‘Chief Pronunciation Officer’ to change the way people say its name
Mispronunciations often plague the journey of brands, and Fibe, India’s leading Fintech decided to embrace this challenge with humor and innovation. Often faced with the challenge of people not getting its name right or mispronouncing it as ‘Fibs’ or ‘Fibeys’, the company launched an innovative social media campaign by introducing the unique role of a ‘Chief Pronunciation Officer’ (CPO). The campaign visuals and design language took inspiration from LinkedIn, as the campaign essentially served as a job application for the CPO role.
As part of the campaign, individuals from all walks of life were invited to participate in a tongue-twisting challenge, saying “Fibe felao, Vibe felao” ten times in a row without fumbling or pausing.
With the objective of establishing the correct pronunciation of ‘Fibe’ among audiences, the company invited applicants to post videos or audios to not only get the brand name right but also add their own creative spin to the tongue twister.
The CPO campaign received an impressive response, totalling 1,100+ inquiries, 50+ job applications on LinkedIn and 300+ video submissions. With minimal marketing spends, Fibe’s campaign was able to create a lasting impact on consumers, garnering a reach of more than 15.3M.
What sets this campaign apart is Fibe’s generous reward of INR 50,000 for mastering the tongue-twister challenge. The chosen CPO becomes a guardian of the #PaiseWaliVibe, earning not only the prestigious title but also the rewarding prize. Fibe collaborated with the well-known comedian Josè Covaco, whose name is often mispronounced.
Commenting on this campaign, Sudesh Shetty, Founding Member and Director of Marketing of Fibe said, “We believe that humor and creativity can transform challenges into opportunities. Fibe’s CPO Campaign was not merely about pronouncing the brand name correctly; but fostering a positive and dynamic vibe. The response we’ve received is a testament to the power of innovation and the #PaiseWaliVibe that we stand for.”
Social media proved highly effective in driving engagement and participation for the campaign, generating a significant response from a diverse audience. This demonstrates the campaign’s resounding success in establishing the correct pronunciation of ‘Fibe’ while infusing a #PaiseWaliVibe throughout the process.
About Fibe
Fibe (previously EarlySalary) is one of India’s leading consumer lending apps focused on young, aspirational, and tech-savvy Indian consumers. It is building a financial ecosystem that enables the mid-income group to fulfil their aspirations. It is an industry leader in the salary advance segment with the fastest processing time. It has launched a host of financial products like Cash Loans, long-term Personal Loans and Buy Now Pay Later plans. It offers a 100% digital loan application process that takes just seconds to complete. Its technology arm – Social Worth Technologies Pvt. Ltd. has partnered with Axis Bank to launch the Fibe Axis Bank Credit Card.
Fibe has grown multifold over the years and emerged as a market leader in providing financial assistance to young middle-income groups in India. Due to its highly scalable business model, Fibe recently has been upgraded to BBB+ by CARE Ratings and has been certified with ISO/IEC 2001 for its Information Security Management System (ISMS). Today, Fibe has access to debt lines to leading PSUs & Private Banks, Large Notable NBFCs and NDCs. The company has already disbursed more than 5.7 million+ loans worth Rs. 18,000 Cr+.
- Featured in Economic Times Best Brand Award at the Best Brands Conclave 2022
- Winner of the BFSI Leadership Award at the 5th NBFC100 Tech Summit
- Winner of Young Indians Delhi Youth Conclave Award
- Dream Company to Work for in Fintech by HRM Asia Pacific Congress
- Winner of G20 Digital Innovation Alliance – Best Startup in Fintech
