How precise targeting steered Indiabulls Dhani towards desired business impact

Whether faced with a financial emergency or expenses that might seem unaffordable, a personal loan is an excellent tool at one’s disposal. Applying for a personal loan is a quick way to arrange for funds during an unforeseen medical expense, for a dream wedding, or even for an impulsive vacation.

Indiabulls Dhani, a trusted brand in the Indian Banking, Financial Services, and Insurance (BFSI) sector, is a known lender in the space. With Dhani, Indiabulls aimed to revolutionize the personal loan space using technology and data to make loans more accessible and quicker.

A clear objective

Indiabulls Dhani decided to partner with Disney+ Hotstar with a clear objective: increasing installs of the app while simultaneously maintaining a healthy install-to-loan ratio.

An effective solution

A sharply segmented audience, coupled with a well-crafted message – Ab sabko milega loan in 3 minutes – was the driving factor in the success of Dhani’s campaign on Disney+ Hotstar.

For a sharp audience segment, Dhani leveraged interest and demographics-based targeting available on Disney+ Hotstar. For interest-based segmentation, they chose to advertise to the BFSI and working professionals cohort.

An impactful result

The brand message resonated well with Dhani’s target audience, with over 50,000 app installs recorded over the course of the campaign. What truly marked the success of the campaign was a high install to loan ratio – of over 5%. Overall, Dhani achieved  1.44x ROI from their campaign on Disney+ Hotstar, signalling a highly successful collaboration.