Non-banking finance company Capri Global Capital (CGCL) has launched a brand campaign reiterating its responsibility towards unbanked borrowers and commitment to their credit inclusion.
Conceptualised by Rediffusion, the campaign features CGCL’s brand ambassador and actor Pankaj Tripathi in multiple films, one of which is now live. The films with the tagline ‘Farz Nibhaatey Hain’ highlight different loan products.
The campaign will be rolled out across TV, OTT and YouTube. It will also include a digital leg and on-ground activations.
Basant Dhawan, Group Chief Marketing Officer, Capri Global, said, “Farz Nibhaatey Hain campaign not only reflects our strong business fundamentals, but, more importantly, it underscores our ability to build foundations of resilience that enable growth and inspire confidence among our customers. We strongly believe that it is our farz (duty) to uplift the society by creating enough opportunities and offering access to seamless credit to augment these opportunities. We have launched the campaign with multiple touchpoints and are confident that it will play a pivotal role driving our brand metrics.”
Pramod Sharma, National Creative Director, Rediffusion, said, “From the moment we got the brief, we knew we had the opportunity to truly speak to the heart of the country. Understanding them, and the responsibilities that they take on in life, was the key to cracking this campaign. And once we had the stories that we wanted to tell; in Pankaj Tripathi, we had an actor who was able to breathe magic into each and every role. So that we could tell them ki jaise aap apna farz nibhaatey hain, Capri Loans aasani se loan deke apna farz nibhaatey hain.”
Asheesh Malhotra, Executive Director, Rediffusion, added, “The majority of India isn’t deemed credit-worthy simply because they may not have relevant papers to show. But every day, they prove themselves more than worthy through every role they play in their lives. That is the truth we wanted to portray – human stories of character and hope. And how Capri Loans can help them get ahead in life by simply ensuring that they too get access to credit like the rest of India.”
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(This information is published from a press release.)
