The problem
An embedded engagement: Deepak worked inside the Rigi and GapUp team, owning the brand’s social-media direction and its wider campaign strategy. The role extended beyond executing a posting calendar — it involved shaping how the brand participated in culture, communicated finance and built larger campaign moments.
Finance brands frequently communicate through features, educational posts and promotional announcements.
What it looked like
But younger audiences do not experience money as a collection of product features. They experience it through ambition, anxiety, creators, humour and everyday decisions.
What it actually was
The brand needed to earn attention without losing the credibility expected from a financial platform. That required moving beyond routine educational publishing and creating ideas capable of generating participation, conversation and recall.
The fix
Deepak helped steer the communication towards platform-native storytelling, culturally relevant moments and larger campaign ideas. Finance was connected with personalities, humour, events and conversations the audience already cared about.
Rigi’s tent-pole moments — the #DhoniSeNahiMangneChahiyeThe brand campaign with M.S. Dhoni, and Prabhav ’23 — moved the brand beyond everyday posting. Deepak led the social and campaign work around both: distribution, creator-led communication and the content system that carried each moment past its launch week.
- Social-media leadership
- Marketing campaign strategy
- Campaign ideation and execution
- Creator-led communication
- Financial education content
- Cultural-moment marketing
- Community and event campaigns
- Instagram and YouTube growth
The result
The engagement delivered:
- Instagram grew from 15,000 to 18,000 followers
- YouTube grew from 1,800 to 2,000 subscribers
- Social and campaign leadership across the #DhoniSeNahiMangneChahiyeThe brand campaign
- Campaign leadership on Prabhav ’23, featuring M.S. Dhoni, Tanmay Bhat and Sharan Hegde
The work demonstrated how a finance brand could participate in culture without abandoning education or credibility.