Love at first credit check?

In a quirky yet impactful move, Paisabazaar, an Indian consumer credit and free credit score platform, has launched a print campaign in the matrimonial section of a national daily—urging brides to check their prospective groom’s credit score and grooms to check their bride’s.

This cheeky campaign delivers a powerful message ‘financial compatibility is just as crucial as emotional compatibility’ when building a future together and open and transparent conversations are key to a secure financial future.

The ad is in line with Paisabazaar’s new brand purpose ‘Har Sapna Hoga Sach’ (Every dream will come true). In a world where financial goals and aspirations are often shared, understanding your partner’s credit habits is a step towards planning a more secure future.

Over the years, Paisabazaar has taken unconventional routes to build credit awareness across the country—often using humour and relatable everyday situations to spark conversations about credit health and personal finance. From viral video content to satirical takes on credit score myths, the brand has consistently sought to simplify financial literacy and drive mass awareness.

Sachin Vashishtha, chief marketing officer of Paisabazaar, said, “At Paisabazaar, we’ve always believed that financial awareness doesn’t have to be boring. Our brand efforts are designed to make conversations around credit and money more mainstream. This ad is a light-hearted reminder that knowing your partner’s credit score is not just smart—it’s essential in today’s world.”

By appearing in a space traditionally associated with finding life partners, Paisabazaar makes a strong case for open conversations around money, credit behaviour, and financial stability—key ingredients for a healthy long-term relationship.

Campaign’s take: For generations, the matrimonial columns of Indian newspapers, be it national or regional, have served as the ultimate family project—an oddly specific wish list of caste, complexion, salary, job title, and occasionally, willingness to cook. But Paisabazaar’s latest campaign sneaks a new metric into the mix: credit scores.

With tongue firmly in cheek, the fintech brand has parked itself amid ‘fair, convent-educated MBA’ seekers to remind readers that before matching birth charts, it might be wise to match bank statements. The print ad urges brides to check their grooms’ credit scores—and vice versa—nudging the nation towards financial compatibility alongside the emotional kind.

Beyond the humour, there’s a sobering truth: shared dreams need shared financial footing. A partner’s repayment history might not be romantic, but it could be revealing. In an era where couples plan everything from co-signed loans to home EMIs, credit health is no longer a side note.

This campaign isn’t groundbreaking—it’s observational advertising at its best, turning everyday cultural quirks into conversation starters. For agencies and marketers, it’s a reminder that relevance still wins. Insert your message where your audience already is, even if that means nestled between biodata and demands for ‘wheatish’ brides with a penchant for Sanskrit shlokas.