NIRA Finance
NIRA is a mobile application that provides small loans to working class India— typically people who have never been offered access to fair credit by formal banking systems.
Industry: Fintech, Mobile Application
Location: Bengaluru, india
Length of Engagement: 9 months
What we did: Website Design, Google Play Graphics, Communication Strategy, Emailers, Instagram posts & reels, LinkedIn posts, Meta & Google Ads, User Flows & Customer Journeys, Corporate Branding, Internal Compliance Manuals, Event Facilitation.
Tools used: Google and Meta Ads, Adobe Illustrator, Adobe InDesign, Adobe Photoshop, Adobe Premier Pro, Midjourney, Canva, Google Suite, Wix, Figma, Later.com, Veed.com, Motion Array
Why the engagement ended: Moonbird started as the branding team at NIRA. Rheea was head of branding and brought on Indu as senior designer and Sahithi as videographer. We worked so well together that we decided to leave and start out own company! [Also, we had concerns about NIRA’s unethical marketing practices and disregard for compliances and customer privacy.]
Lessons at NIRA:
You cannot build customer trust with only creative communications, it needs to be built into the product value, the customer service, and the user experience.
Organic growth (through owned and earned media) must be solved for first, before investing in paid advertising.
Brand reputation with employees and service providers is as important as reputation with customers.
Misleading and incorrect advertising is never the answer, not even for short term growth.