Mumbai: Piramal Finance has rolled out a hyperlocal, digital-first campaign during the ongoing cricket season, leveraging the surge in mobile and YouTube consumption to spotlight its 701-branch network across India.
Built on the insight that cricket viewership today extends beyond live match streaming, with a significant share of audiences consuming match highlights, creator-led content, and short-form videos on platforms like YouTube, the campaign is designed to meet consumers where they are on their phones, in their language, and within their locality.
At the core of the campaign is a series of 1000+ short digital films, each customised to a specific branch. While the central narrative remains consistent, every asset is tailored with branch-level identification, regional language adaptation (8 languages), and local context, making the communication highly relevant and actionable.
What makes this campaign distinctive is its hybrid production approach, combining a traditional shoot with AI-led adaptations for localisation and sync. This has enabled Piramal Finance to rapidly scale content creation, ensuring each video remains contextually relevant while maintaining consistency in storytelling and brand voice.
Arvind Iyer, Chief Marketing Officer, Piramal Finance, said, “Cricket season is traditionally leveraged for mass reach, but we saw an opportunity to make it far more contextual and actionable. With a clear spike in YouTube and mobile-first consumption during this period, we built a pin code-level targeting strategy that maps each creative to a specific branch geography. In Bharat, customers still value the trust and assurance that comes from a face-to-face conversation at a physical branch, especially when it comes to financial decisions. That’s why guiding them to their closest branch is at the heart of our creative strategy. By distributing these assets across high-consumption digital platforms, we’re not just driving visibility, but enabling discovery at a local level, bridging digital engagement with on-ground branch access, which is critical in financial services.”
Hyperlocal at scale
1000+ personalised videos created for individual branches.
Distributed across YouTube and mobile-first digital platforms during peak cricket season consumption.
Hybrid production model: traditional shoot + AI-led localisation and sync
Content adapted across 8 regional languages.
Pin code-level digital targeting for precise audience delivery.
Mobile-first approach aligned to cricket season consumption spikes.
Focus on driving branch-level engagement and walk-ins.
A new playbook for financial services marketing
With this campaign, Piramal Finance moves beyond traditional sports-linked advertising to a network-led, hyperlocal model where scale is driven not just by impressions, but by contextual relevance, platform behaviour, and proximity.
By integrating YouTube-led digital consumption patterns with AI-powered content scalability and an extensive on-ground branch network, the brand is positioning itself closer to the consumer both geographically and contextually during one of India’s most high-attention cultural moments.
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