Case Study
From a National Online Quiz to 2x Instagram Growth — Building NSDL Payments Bank’s Digital Youth Presence
EvePaper ran the BankingWise Challenge — a national multi-round online competition for students — while simultaneously managing NSDL Payments Bank's digital campaigns, content, and social growth. The result was a brand that went from invisible on college feeds to genuinely present, followed, and engaged with by India's youth.
400+
Quiz Participants
Instagram Grew 1,600 →
3,283 Followers
15x
Campaign Impressions
🎯 The Challenge
NSDL Payments Bank had a strong offline product but a weak digital footprint among college students. Their Instagram sat at 1,600 followers with minimal youth engagement. The challenge was twofold — first, build an online campaign compelling enough to make students voluntarily engage with a banking brand; second, sustain that digital presence with content and campaigns that kept the audience active long after the initial touchpoint.
🚀 Our Playbook
We tackled this on two parallel tracks — a flagship competition to create a spike, and an ongoing digital engine to sustain momentum.
Track 1 — BankingWise Challenge We designed and hosted the BankingWise Challenge on the EvePaper platform — a free, multi-round national competition with a ₹1 lakh cash prize pool, open to all students. Round 1 was an MCQ quiz on banking awareness and fraud prevention. Round 2 was a case study submission. Round 3 was a live panel interview. This format was deliberately rigorous — it attracted genuinely motivated students, not passive clickers.
We amplified participation by integrating the quiz into our offline workshop circuit. At every BankingWise workshop across 30+ colleges, students played the challenge live during the session — making it a natural extension of the on-ground event. Certificates were awarded to participants, which drove even more sign-ups since students were eager for a verifiable credential from an NSDL-backed programme. This is what pushed participation to 400+ and impressions to 15x benchmarks.
Track 2 — Digital Campaigns & Social Growth Alongside the challenge, we ran a continuous stream of digital content — post-account-opening campaigns, RuPay festive offers, lucky draw campaigns, broadband and bill payment creatives, brand awareness posts, and discount campaigns across Myntra, MakeMyTrip, and food brands. Every piece of content was built to reach the college demographic specifically — relatable, benefit-led, and mobile-first.
The combined effect of the competition buzz and consistent content doubled NSDL Payments Bank's Instagram following from 1,600 to 3,283, with positive comments flowing in organically from students calling it a great initiative and looking for more.
Services Provided
Online Competition Design & Hosting Quiz Platform Management Certificate Distribution Social Media Management Content Creation Digital Campaign Execution Post-Account-Opening Campaigns Brand Awareness Creatives Influencer-Adjacent Campaigns Performance Tracking💡Insights
The BankingWise Challenge proved something important — students will engage deeply with a banking brand if the entry point is a competition, not an advertisement. The certificate hook was particularly powerful: it transformed a marketing activity into a resume-building opportunity, which is the strongest possible motivator for a college student. Combining this with an offline integration across workshops meant the online numbers were backed by genuine intent, not just passive reach. Digital campaigns work hardest when they're connected to a real-world experience the student has already had — the online content reminded them of something they lived, not something they just scrolled past.
Campaign in the Wild
"EvePaper didn't just run campaigns for us — they built a complete youth marketing system. The BankingWise Challenge gave us credibility on campuses we'd never reached before, and the digital campaigns kept that energy alive between events. We trusted them completely and they never let us down."