Case Study
We Made 142 Students Open a Bank Account to Watch a Comedy Show. It Worked.
At Maharaja Surajmal Institute of Technology's annual fest, EvePaper pulled off one of the most talked-about campus activations of the year — gating entry to a live stand-up show behind an NSDL Jiffy account opening. The result was a queue of eager students, 142 accounts opened in a single day, and a campaign that became the talk of the entire fest.
142
Accounts Opened in One Day
7,000+
Impressions at Single Venue
600+
Direct Engagements
🎯 The Challenge
College fests are noisy. Every brand wants attention and students are experts at ignoring sponsored booths. The brief was simple but hard — make NSDL Payments Bank the most talked-about presence at MSIT's fest and convert that attention into real account openings on the spot. A standard booth with a standee and a QR code wasn't going to cut it.
🚀 Our Playbook
We flipped the script entirely.
Instead of asking students to come to us, we identified what they already desperately wanted — entry to a live stand-up comedy show by Vivek Samtani, a comedian with 7.4 lakh+ Instagram followers who was headlining the fest. We then negotiated to make NSDL Jiffy account opening the only way to get in.
No account. No entry. Simple.
The moment word spread across campus, the NSDL Payments Bank booth stopped being a sponsored stall and became the most important destination at the fest. Students weren't walking up reluctantly — they were queueing up eagerly, phones out, ready to open their account on the spot. Our trained team guided every student through the account opening process in real time, ensuring completions were smooth and fast.
What could have been a forgettable day of brand visibility became a story students shared with friends, posted about, and remembered. The NSDL Payments Bank zone was genuinely the talk of the fest.
Services Provided
Creative Strategy & Concept Design Fest Activation Management Exclusive Access Campaign Execution On-Ground Account Opening Support Student Engagement Brand Visibility & Collateral💡Insights
The most powerful marketing doesn't interrupt what people want — it becomes the gateway to it. By tying account opening to something students were already emotionally invested in, we removed the biggest barrier in fintech acquisition: motivation. Nobody needed to be convinced. The desire was already there; we just attached the brand to it. This kind of creative leverage — using existing demand rather than manufacturing it — is what separates memorable campus campaigns from forgettable ones. One bold idea at one college produced 142 verified account openings in a single afternoon.
Campaign in the Wild
"This was the kind of idea that makes you wonder why nobody thought of it before. The execution was flawless and the results were beyond what we expected from a single-day activation. The EvePaper team just gets it."