Gurugram, October 13, 2026: True Balance, India's leading AI-powered digital lending platform, has launched a new brand film under its 'Loan Milega Fatafat, Life Hogi Takatak' campaign. The campaign's earlier brand films have together crossed 100 million views. Designed for mass distribution, the new film anchors the company's wider brand-building effort.
Set in an eye clinic, the film follows Nayansukh Ji as his bandages come off after eye surgery. The doctor asks him to test one eye at a time, and the check-up takes a comic turn when it emerges that he needs another operation. Faced with the unplanned expense, Nayansukh Ji turns to True Balance for a 'fatafat loan' and is soon smiling again. The film continues the campaign's use of humour and relatable storytelling to show how easy it is to get quick, convenient credit.
Watch the new brand film: https://www.youtube.com/watch?v=vrZmB2lfyXI
In the last quarter, the campaign drove a 27% increase in brand awareness and a 6% rise in brand consideration, according to the company's third-party brand tracker. The company has also recorded improved conversion rates, supported by stronger engagement with its campaign content.
AI-generated films: a testing ground for communication
In addition to its official brand films, True Balance has been piloting AI-generated films under the same broader campaign since September 2026 to experiment with creative formats. Three films have been made so far, each produced in days rather than weeks. They let the marketing team test audience responses before scaling up, bringing greater agility to the company's marketing. Together, the AI-generated films alone have crossed 20 million views across campaigns.
AI-generated films:
- https://www.youtube.com/watch?v=M1W2mYIYh2M
- https://www.youtube.com/watch?v=TAagQ9USrJ4
- https://www.youtube.com/watch?v=GP54xNjcNMs
"The real measure of a campaign's success is its ability to influence consumer behaviour, not just generate views. The improvement in brand awareness, consideration and conversions demonstrates that our communication is resonating with consumers. Our brand films carry the campaign to a mass audience, while AI is allowing us to experiment with greater speed and creative flexibility, learn quickly what works, and keep our storytelling relevant and engaging."
— Ashish Aggarwal, Chief Marketing Officer, True Balance
The company continues to invest in technology-led initiatives to strengthen its reach among India's digitally active borrowers.
About True Balance India Private Limited
True Balance is an AI-powered financial services platform operated by True Balance India Private Limited (formerly known as Balancehero India Private Limited). A unified hub for all financial needs, the True Balance platform provides a comprehensive suite of digital financial solutions focusing on democratizing credit for the underserved and underbanked populations across India.
Operating at the intersection of global technology standards and deep local market insights, the company utilizes advanced AI-backed proprietary credit-scoring to deliver seamless and responsible finance. This technology-first approach allows True Balance to effectively bridge the credit gap for the 'Next Billion' users seeking secure and dependable financial access.
The company operates under a robust regulatory framework, holding a Prepaid Payment Instrument (PPI) license and facilitating credit through its RBI-licensed subsidiary NBFC, True Credits Private Limited. Backed by marquee global institutions including SoftBank, Naver, and Line, True Balance operates an extensive pan-India network with deep penetration across every district in the country. Headquartered in Gurugram, the company is a key contributor to the Digital India and Viksit Bharat visions, serving as a trusted financial partner in the nation's journey toward financial empowerment.