Bajaj Finance Limited, the lending arm of Bajaj Finserv Limited, a leading conglomerate in financial services, has launched its public awareness initiative 'Har Time EMI On Time', a digital campaign to drive awareness around the need and benefits of adopting good financial habits for a healthy financial future.

The campaign seeks to educate the public at large about the benefits of paying their monthly loan EMIs on time and the negative side effects of missing their loan payments on their overall financial health in the long run.

The campaign also focuses on the importance of adopting a disciplined habit of ensuring to adhere to payment commitments in order to enjoy the benefits of various financial offerings available in the market.

The brand campaign features the endearing Gupta Ji, of 'Savdhaan Rahein. Safe Rahein.' fame teaching Tinku Ji, the simple ways of paying his monthly EMIs on time, in an entertaining and melodious style. Through Tinku Ji, the customers and the general public are made aware of the various consequences of non-payment or late payment of installments and further drawing attention to the need of making timely repayments to boost one's credit score, as it may have an impact on making future borrowings easier.

The digital, multi-lingual campaign will be seen across all the digital properties of Bajaj Finance Limited such as website, social media platforms, customer portal, IVR, mobile app, and other media infotainment channels.

'Har Time EMI On Time' is an extension of its original educational series, 'ABC of EMI' launched during the observance of the Financial Literacy Week in February 2022, that articulated the simplified meaning of EMI and the various factors associated with it such as interest rate, zero down payment, credit score etc.