Kissht Rolls Out ‘Secret Fund’ Film Spotlighting Women’s Financial Independence

Digital lending platform Kissht has rolled out a Women’s Day campaign film titled Secret Fund, focusing on everyday saving habits among women and positioning them as active decision-makers in their financial journeys.

The film is built around a familiar behaviour where many women quietly set aside small amounts of money over time. Instead of framing the habit as sacrifice, the narrative presents it as a sign of financial awareness and independence. The story follows a woman who gradually builds her own ‘secret fund’, initially as a safety net, before recognising it as something that can support her personal aspirations.

With the campaign, Kissht places women at the centre of their own financial stories, moving the conversation beyond their traditional role as careful planners within households to individuals shaping their own financial goals. The storytelling relies on everyday, relatable moments rather than dramatic messaging, aligning with the brand’s positioning around enabling aspirations through accessible credit and financial flexibility.

Commenting on the campaign, Shwetha Iyer, SVP Marketing at Kissht, said,
“Many women already practise the discipline of setting aside small savings. What we call the ‘secret fund’ is something that exists quietly in many homes. Through this film, we wanted to celebrate that financial awareness and remind women that those savings can also be used to invest in their own dreams.”

According to the company, the film has gained traction across digital platforms since its launch, resonating with audiences who relate to the insight behind the narrative.

With Secret Fund, Kissht shifts the Women’s Day messaging from symbolic celebration to a more contemporary theme, highlighting women not just as participants, but as protagonists in their financial journeys.