Compiled By: Sudesh Shetty
About Sudesh: He is the Founding Member and Head of Marketing at Fibe. With over a decade of experience in digital advertising and marketing, Sudesh has led Fibe (formerly EarlySalary) with innovative strategies that enhance brand awareness, profitability, and growth.
At EarlySalary, we recently celebrated a milestone that reflects our position as a leading lending app for salaried professionals in India: we reached one million loan disbursements. Rather than sending a routine corporate note of thanks, we chose to turn the celebration into a meaningful, two-way engagement with our customers.
Existing customers were invited to share their “one in a million” stories. To take part, they posted their experiences on social media using the hashtag #ThanksAMillion, helping us create a conversation centered on real customer journeys and outcomes.
As pioneers in technology-driven credit solutions, we also developed an in-app virtual handshake feature to make the thank-you more personal. When users shook their smartphones, the feature unlocked rewards and prizes to mark the occasion of our one million salary advances milestone.
To ensure a delightful gifting experience, EarlySalary partnered with established brands such as OYO, Zoomcar, EaseMyTrip and Enrich. We received additional support from social media partners and publishers known for creative outreach, and several Instagram influencers amplified our message. We also produced two video ads that featured authentic customer stories, further spotlighting the real-life impact of our services.
The campaign delivered strong results. Across social platforms, we achieved millions of impressions and engaged a wide audience—validating the strategy of combining technology, storytelling and partnerships.
Campaign highlights by the numbers
4 million impressions on #ThanksAMillion
The #ThanksAMillion hashtag gained rapid traction on Twitter, with users sharing experiences that helped the hashtag trend on the platform.
10 million impressions for #ShakeHandsWithAnApp
Conversations around our in-app handshake went viral, generating thousands of entries and nearly 10 million impressions on Twitter.
150,000 handshakes and more than 24 million reach
Over 150,000 people used the virtual handshake feature, and videos shared by users were viewed more than 7.3 million times. Overall, the campaign reached in excess of 24 million people across platforms.
Additionally, EarlySalary’s video campaign reached nearly 18 million people and accumulated over 4 million views.
For context, EarlySalary offers working professionals access to instant lines of credit, instant cash loans, interest-free EMIs and longer-term loans for needs such as education, travel and shopping.
In summary, the campaign demonstrated how clear planning and thoughtful execution can produce measurable reach and meaningful engagement. We connected more deeply with existing customers, gathered valuable feedback, introduced our product to new audiences, and—most importantly—entertained and delighted users who responded positively. That response is the best validation we could ask for.