Mumbai: L&T Finance Ltd. (LTF), a retail financier, has launched a new integrated marketing campaign for its Gold Loan offerings, featuring brand ambassador Jasprit Bumrah. The campaign comprises three television commercials (TVCs) built around the tagline ‘Koi Bhi Sapna Hold Mat Karo, L&T Finance Gold Loan Karo’.
The campaign aims to create awareness around LTF’s Gold Loan offerings and encourage individuals, micro-entrepreneurs and households to unlock the value of idle gold to support their growth, aspirations and financial goals.
The TVCs will launch during the upcoming India vs Sri Lanka Test series, beginning August 15, 2026. As the co-presenting partner for the series, LTF will amplify the campaign across on-ground and television channels during the matches. The commercials will be aired on the Sony TV Broadcast Network across its nine linear TV channels.
The three-film series combines humour with everyday financial aspirations, with Bumrah positioned as a trusted problem solver. In the first film, he advises a farmer facing financial challenges to use a Gold Loan to expand his livestock and increase his income. The second film features a homemaker who is encouraged to stop putting her aspirations on hold and use a Gold Loan to purchase consumer durables. In the third film, Bumrah helps a Kirana store owner replenish his inventory and expand his operations.
Kavita Jagtiani, Chief Marketing Officer at LTF, said, “Today’s consumers are aspirational, yet increasingly value-conscious in how they approach credit. Gold Loans sit perfectly at this intersection- offering a safe and smart way to achieve the goals using an asset they already trust. India holds a vast amount of idle household gold; there is immense opportunity to turn these savings into active growth. With the ‘Koi Bhi Sapna Hold Mat Karo, L&T Finance Gold Loan Karo’ campaign, we want to showcase gold as a source of real financial utility that helps individuals move forward with confidence. We are confident this campaign will meaningfully resonate with audiences across the country, reinforcing our position as a trusted financial partner.”
As part of the integrated marketing campaign, LTF will focus on key markets across eight states and one union territory, reaching consumers through approximately 150 LTF branches.
The on-ground and experiential activation includes branded vehicles called ‘Sapno ki Sunehri Gaadi’, which will be deployed across high-footfall areas to create consumer engagement, particularly among rural audiences. The campaign will also use transit media branding across buses and autorickshaws to extend its presence across local markets.
LTF will further create hyperlocal visibility through street props, including park benches used as gold-branded canvases, while high-footfall branches across its zones will feature immersive 360-degree branding.
On the digital front, LTF will use real-time shopping signals by playing customised promotional jingles at checkout counters of local stores during live payment transactions. The broader media strategy combines high-reach video platforms with integrations across Tier 2 and Tier 3 vernacular channels, along with regional creators who will showcase relatable financial situations in local languages.
