Exclusive Marketing Strategy of ZestMoney – With STP Analysis & Campaigns

Updated on: Dec 17, 2022
marketing strategy of ZestMoney - featured image

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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

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In the previous article, we discussed the marketing strategy of Creditmate. In this article, We’ll elaborate on the marketing strategy of ZestMoney, India’s only loan provider without a credit card.

The blog’s goal is to share knowledge and ideas about ZestMoney and how it emerged to be India’s top lender. The goal of the ZestMoney marketing strategy is to raise awareness among those who want to purchase expensive goods but are unable to make the full upfront payment.

The entire globe is now online, and marketing is the foundation of every company, as is evident. Check out Karan Shah, the CEO, and founder of IIDE’s free masterclass on digital marketing if you’re interested in learning more about marketing.

By the end of this blog, we will learn about the marketing strategy of ZestMoney, but first, let’s explore the company’s history, target market, and various marketing tactics in use.

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About ZestMoney – 

marketing strategy of ZestMoney - ZestMoney logo

Source – Wikimedia Commons 

ZestMoney is the largest and fastest-growing consumer lending fintech company in India founded by Lizzie Chapman, Priya Sharma, and Ashish Anantharaman in 2015.

ZestMoney was developed as a virtual EMI platform for several online retailers including Flipkart, Amazon, and others. Once your account has been approved, ZestMoney will lend you money by paying for your goods directly after gathering the required documentation and running certain background checks. It is not necessary to use credit cards or any other cards to make payments.

Typically, e-commerce websites want full payment upfront for expensive items. Although those who have credit cards can easily order these things, those without credit cards would not be able to buy them. This is ZestMoney’s main selling feature. Due to its extreme ease, people can now readily receive loans for the products they desire.

Customers don’t have to wait for weeks for banks to give approvals for issuing credit cards in their names. While obtaining credit card requests would take more than a few weeks, ZestMoney users claim they can get an acceptance in as little as two hours.

You name the company, and Zest is usually its partner. Examples of these partners include Amazon, Flipkart, Myntra, Decathlon, Boat, Muse, Wrangler, Redwolf, Bombay Shaving Cream, Ease My Trip, Purple, SimpliLearn, Lifestyle, Oppo, Vivo, Fabindia, and many more.


CEO Lizzie Chapman
Area Served India
Industry Consumer Lending, Finance
Market Revenue INR 145 Cr in FY22
Vision To make life affordable for India using technology LED solutions.


Marketing Strategy Of ZestMoney – 

A marketing strategy refers to a company’s long-term marketing plan for attracting suspects, converting them into prospects, and ultimately turning them into customers. Let’s begin the marketing strategy of ZestMoney by looking into its STP Analysis.

Segmentation, Targeting, and Positioning

STP is considered one of the best ways of marketing. segmentation divides the market into smaller groups on the basis of geography, demographic or behavioural profile. targeting refers to determining which segment you must focus your marketing tactics on in order to achieve your desired results and positioning means creating an image of your brand in the minds of the targeted audience.

ZestMoney segments its audience on the basis of geographic profile that is tier 1, tier 2, and tier 3 cities, and also on the behavioural profile according to their lifestyles.

ZestMoney targets tier 2 and tier 3 cities and on the basis of lifestyle, it targets middle-class people who cannot afford the full upfront payment of expensive items that they desire to purchase.

ZestMoney positions itself in the minds of its target audience by being a partner of all the big online sites and also creates awareness through content marketing.

Marketing Campaign of ZestMoney

marketing strategy of ZestMoney - marketing campaign

Rahul Subramanian, a stand-up comedian, appears in the first-ever brand commercial campaign for ZestMoney. With this campaign, ZestMoney hopes to increase public knowledge of purchase now, pay later (BNPL) and the company’s all-digital solutions.

An independent team led by Vijay Joseph, creative head for ZestMoney, and Deepika Chandrasekaran, founder of Cock-A-Doodle films, conceptualised the campaign. According to ZestMoney, the nation’s 12 million registered users.

With numerous online partners, including e-commerce sites like Amazon, Flipkart, Myntra, MakeMyTrip, and Yatra, it has a network of merchants. ZestMoney has released two films as part of the “Zest Now, Pay Later” campaign and will release additional films in the upcoming months.

marketing strategy of ZestMoney - marketing campaign

As part of its new brand campaign, #GameNeverOver, ZestMoney, an EMI financing and buy now, pay later network, has presented its first gamified advertisement. The commercial aims to raise customer knowledge of the fact that because of their Pay in 3 services, the shopping game never ends.

ZeeGee, the ZestMoney power girl, serves as the company’s mascot in the most recent brand campaign, which emphasises the idea that having something good doesn’t exclude having something even greater. All of the platform’s digital and social media channels are currently operational with the campaign.

Social Media Marketing

On sites like Instagram, Facebook, LinkedIn, and Twitter, ZestMoney is very active. 

  • Instagram – 50k followers
  • Linkedin – 84k+ followers
  • Twitter – 10k followers

Seeing their Instagram account, it can be noticed that the marketing team at ZestMoney decided to make their content more entertaining and persuasive by expressing their ideas as memes. This is an excellent approach to keep your audience interested and pumped up while also raising awareness of your services or goods.

SEO Strategies 

marketing strategy of ZestMoney - ubersuggest seo screenshot

Source – UberSuggest

As per SEO ranking, Organic keywords less than 500 are bad, 1000+ are good and 10,000+ are amazing and as seen ZestMoney has 96K+ organic keywords which are amazing. And monthly traffic of more than 20,000 is amazing and ZestMoney has monthly visits of around 291K + which is remarkable. This shows that ZestMoney has an impressive SEO Strategy.

Influencer Marketing

Influencer marketing is a sort of advertising that makes use of influential people to market a product to a bigger audience. Opinion leaders with a strong social following are known as influencers. They appear as experts or trustworthy sources of information.

Many influencers like Deeksha Khurana, thatbohogirl, Rahul Subramaniam etc can be seen endorsing ZestMoney while a big live sale on Myntra.

Influencers are reliable sources for the audience and persuade people to buy and use the services or products that influencers are promoting and undoubtedly ZestMoney is making full use of it.

E-Commerce Marketing

Did you know you can shop with zest? yes!yes!yes! you saw it right. ZestMoney gives you the option to shop through its app by redirecting you to the online portals. it has eCommerce. fashion brands, education partners, spa sessions, flight payments, insurance partners, and whatnot.  in this way you really don’t have to separately download other apps, you are getting all under one roof.

Mobile Apps

ZestMoney has 17+ million registered users and a 4.4 app rating on the play store which means it has a user-friendly interface and is convenient to use. Using its completely online process you can pay for your entire cart amount in EMIs of your choice as and when made available to you by our lending partners.

Content Marketing Strategy 

By producing and publishing informative articles, videos, podcasts, and other media, content marketing is a marketing tactic used to draw in, hold onto, and grow an audience. When it’s time to buy what you sell, people will think of your company first, all thanks to this strategy of marketing which promotes brand awareness.

ZestMoney uses many ways to update and engage its audience through regularly posting content on social media in the form of memes, infographics, and videos and by constantly posting blogs.

This brings us to the end of the marketing strategy of ZestMoney.

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What’s unique about the marketing strategy of ZestMoney?

We observed through the marketing strategy of ZestMoney that the company is receiving love and support from all across the world. Among middle-class people, the loan without a credit card is becoming more and more popular.

Being the first and only loan provider without actually holding a credit card in India has given them an advantage over rivals. Even if ZestMoney’s digital marketing strategies need improvement, it is still making efforts to advance and expand in the industry.

As it is well known, pandemics that impacted every industry caused a significant shift in digital marketing. According to data on digital marketing, 60% of people worldwide utilise the internet. Due to the pandemic and the increase in internet enterprises over the last two years, it increased by 20%.

The online reputation of a well-known business is crucial. A company’s brand image can be made or broken by its campaign techniques. Effective campaigns can be created with digital marketing. 

With the increasing importance of digital marketing, learning about the growing field is an important step. If you would like to learn more and develop skills, check out IIDE’s 4-Month Digital Marketing Course and 11-Month Digital Marketing Course to learn more.

We hope this blog on the marketing strategy of ZestMoney has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of ZestMoney, check out our IIDE Knowledge portal for more fascinating case studies.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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