Bajaj Finance, recognized as India’s leading non-banking financial institution by market capitalization, is making substantial strides in brand building by adopting an innovative approach. The firm has become the first financial services company in India to partner with Bollywood celebrities not through traditional, expensive endorsements but by securing digitally priced deals that grant the company their “digital face rights.”
This strategic pivot has enabled Bajaj Finance to generate an impressive two lakh AI-driven advertisements, illustrating a significant transformation in the advertising landscape—one that leverages neural networks and scalable persona engines instead of relying on costly film shoots and studio production schedules.
Rajeev Jain, the recently re-designated executive vice-chairman and managing director of Bajaj Finance, shared insights during an interview with Fortune India: “We have two brand ambassadors, Rakul Preet Singh and Rajkummar Rao. We have taken their digital personality rights.” The company is utilizing these AI-generated ads primarily within its Bajaj Finserv app, promoting not only its financial products but also a variety of consumer goods, including mobile phones. Jain emphasized the scale of this initiative, stating, “We have created 2 lakh AI-enabled ads.”
This move towards an AI-centric marketing strategy builds on campaigns that consumers are already familiar with. Rakul Preet Singh starred in the “EMI Hai Na!” campaign, featuring interactive digital challenges alongside cricketer Suresh Raina. Meanwhile, Rajkummar Rao has been actively promoting the brand through his Instagram account, connecting with initiatives such as the Blockbuster EMI Days and the #EMIHAINA movement.
However, the integration of AI at Bajaj Finance extends beyond just marketing. During a Q2 earnings call, Jain disclosed that AI is evolving into a foundational element of the company’s operational framework, branded as FinAI. He described the company as being “in the eighth or ninth month” of a comprehensive transformation, impacting 123 critical areas within the organization, with 80 of those initiatives set to launch by February 2026. Senior management is currently investing between 12 to 15 percent of their time in this overhaul.
The impact of AI on Bajaj Finance’s operations is profound. The company is currently utilizing 442 active AI voice bots, which alone contributed ₹2,000 crore in loan origination during the second quarter. Five conversational AI bots are now facilitating customer journeys across various products, from EMI cards to personal loans and insurance, achieving conversion rates described by management as “quite encouraging.” Furthermore, AI-powered service bots resolved 85% of customer service inquiries during the quarter, while 42% of underwriting quality checks have transitioned to AI systems. In content creation, AI has become the default, with 42% of all digital banners and an impressive 100% of videos on the company’s platforms being generated through algorithms.
By acquiring celebrity persona rights, Bajaj Finance is exemplifying what a truly AI-first financial institution could resemble—one where branding, distribution, service, and even underwriting operate at an unprecedented scale driven by machine efficiency.
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