ABOUT

Aspora needed to grow awareness fast among NRIs in the UK and stand out in a fintech category dominated by generic claims around low fees and fast transfers. We responded with a bold OOH campaign built around one sharp cultural insight: nobody likes being ripped off when sending money home. That led to the headline NRI: Never Rip Off Indians — a provocative, memorable twist on a familiar acronym that spoke directly to the audience and positioned Aspora as the fairer alternative.

Using premium OOH placements in high-density diaspora and commuter locations, the campaign delivered exceptional scale and efficiency. A planned 62.1 million impressions grew to 103.7 million delivered, with c.122 million expected final delivery. A £150k media spend generated £369k+ in delivered value. Google Trends showed a clear uplift in brand search interest, while sign-ups grew from 21k to 30k. Aspora called it their best campaign to date, with investors contacting the CMO impressed by the brand’s presence.