Godrej Capital has launched a campaign themed #IssLoanMeinLoadNahi that highlights benefits like flexible repayment solutions in its new business loan products, thereby promising not to burden those in business but empower their growth.
The financial services arm of Godrej has launched the campaign alongside the launch of business loan products for micro, small, and medium-sized enterprises (MSMEs) in 31 markets across India.
Conceptualised by Creativeland Asia, the campaign film spells out small business owners’ hesitance to expand by borrowing because they consider loans to be a load and expect stress related to the application, approvals and repayment. These pain points are visualised as humans weighing business people down, plonked on their shoulders. The film then highlights Godrej Capital’s ability to alleviate these concerns and drive business growth while simplifying the process. The campaign underlines Godrej Capital’s flexible repayment options, quick loan sanctions, zero collateral and rewards on repayments that make business loans “load-free”.
Credits
Agency: Creativeland Asia
Production House: Creativeland Productions
Director: Kartik Ramnathkar
Nalin Jain, Chief Marketing Officer, Godrej Capital, said, “This campaign is rooted in the idea that a loan should never feel like a burden. At Godrej Capital, we firmly believe that a loan should symbolise empowerment and growth. Our goal is to transform how loans are perceived and facilitate business expansion through our innovations, flexible payment options, and digital-first approach. We aim to become the lender of choice for MSMEs and help them grow their businesses to their potential.”
According to the team at Creativeland Asia, the idea was to communicate the brand message with an engaging visual. They wanted to differentiate Godrej Capital’s flexible offering by personifying the feeling of being weighed down by an inflexible loan.
The campaign tailored for MSMEs will adopt a 360-degree approach. It will be deployed on social media and digital platforms including Meta, Google and LinkedIn, OTT platforms like Hotstar and Jio, besides radio and OOH.
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