Mumbai: Capri Global Capital Ltd (Capri Loans), a non-banking financial company, has unveiled its latest brand campaign — #TarrakiKeHaath — celebrating the relentless efforts of everyday Indians whose hands build, run, and fuel the nation. From kirana shop owners and carpenters to taxi drivers, dhaba owners, and tailors, the campaign is a tribute to the often-overlooked individuals driving Bharat’s economic engine forward.
Narrated by acclaimed actor and brand ambassador Pankaj Tripathi, the emotionally resonant campaign draws attention to the dignity and aspiration in the everyday hustle. Conceptualised by Rediffusion Brand Solutions, the campaign uses symbolic visuals of working hands to portray both struggle and hope, pride and perseverance.
“At Capri Loans, we don’t just finance livelihoods — we fuel aspirations,” said Nishant Gehlot, Head Marketing, Capri Loans. “Capri Loans is committed to democratizing credit and bringing financial services to those who have long been underserved. #TarrakiKeHaath is a tribute to individuals whose contribution to the economy is vital yet often overlooked. This campaign reflects our brand’s ethos of inclusivity, access, and trust — values we live by in our journey to empower every Indian hand that dreams of growth. Pankaj Tripathi has been our brand ambassador for 3 years now, and his association not only lends more relatability to the narrative, but also strengthens brands connect with our audience.”
The campaign underscores Capri Loans’ continued commitment to delivering credit solutions at the grassroots level — empowering India’s self-employed segment and micro-entrepreneurs through products like MSME Loans, Gold Loans, and Affordable Housing Finance.
Pramod Sharma, National Creative Director, Rediffusion Brand Solutions, said, “The idea for #TarrakiKeHaath emerged from what we see around us every day—millions of Indians working with quiet dignity and extraordinary resilience. The creative expression focuses on their hands, which bear the mark of both toil and hope. Capri Loans’ vision to empower this segment gave us the perfect canvas to tell these stories with emotional truth and impact.”
Adding further, Asheesh Malhotra, Executive Director, Rediffusion Brand Solutions, says, “At Rediffusion, our strategy for #TarrakiKeHaath was rooted in creating an emotional connection with Capri Loans’ core audience—unsung professionals driving Bharat’s growth. By focusing on their hands, we symbolized both their resilience and aspirations. This campaign is designed to deepen Capri Loans’ brand equity, especially in urban and semi-urban markets, while reinforcing its commitment to democratizing credit. Through authentic storytelling and powerful visuals, we have positioned Capri Loans as a true enabler of growth and dreams for India’s hardworking individuals.”
A robust 360-degree media strategy will support the campaign’s rollout, including targeted placements across print, television, and digital. While traditional media ensures mass reach, digital touchpoints are designed to create sharp, sustained engagement across Capri Loans’ key geographies.
With a growing footprint of over 1,100 branches and 7.2 lakh customer accounts across the country, Capri Loans is also investing in AI, data science, and tech-enabled solutions to expand credit access — ensuring no deserving hand is left behind.
