Mumbai: Piramal Finance Limited, a diversified NBFC with a strong presence across Bharat’s emerging markets, today unveiled the latest chapter of its flagship campaign, ‘Hum Kaagaz Se Zyaada Neeyat Dekhte Hain’. The new films celebrate the determination, integrity, and everyday courage of Bharat’s small business owners and families, reinforcing the belief that intent is as important as documentation.
The campaign’s narratives highlight individuals who have built their journeys through hard work and unwavering intent, echoing the thought: “Neeyat se banaya hai, toh neeyat se badhoge bhi.” This year’s chapter follows the stories of a mill owner striving to expand, a father completing his family home, and a bakery shop owner rebuilding his livelihood alongside his daughter.
Arvind Iyer, Chief Marketing Officer, Piramal Finance Ltd., said, “With this new chapter of Neeyat, we’re continuing to bring forward stories that reflect what we see across our branches every day. Families and small business owners, whom we speak with every day, come with real aspirations and a strong desire to move forward. These stories capture that spirit, the authenticity, and the optimism that drives them. It also reinforces our approach of engaging with customers openly, understanding their needs, and supporting them with solutions that take the next step with confidence, achieving growth and progress.”
The campaign, conceptualised by The Womb, directed by Hemant Bhandari, and produced by Daniel Amanna and Kush Malhotra, continues Piramal Finance’s tradition of authentic and purpose-driven storytelling.
Suyash Khabya, CCO, The Womb, said, “When you work on a brand and its ‘big idea’ year after year (and this is our third), we keep looking for interesting strategic and creative cuts to refresh the campaign. At the same time, it’s our responsibility to keep the brand tone intact. Authentic, heart warming and empowering – that’s what Piramal and Neeyat stand for.
The 3 stories this year come from a Bharat we have seen as we grew up. That gehu ki chakki wale uncle in the colony, that favourite bakery in the nukkad that’s been the same for generations, the semi-built kacha pakka houses we walk by…these are visuals that stay and we just put the dots together through these while crafting the idea of ‘Neeyat se badhna’ this year. The protagonist has angst; he wants to move up in life, but paperwork is hindering his growth. But his intentions, his neeyat, is what Piramal sees to help him succeed. We’re confident that the casting, the relatable set-ups, the music and the emotions will make this simple campaign memorable and unignorable.”
The three films can be viewed here:
- Chakki:
- Istri:
- Bakery:
Credits
Agency: The Womb
Production House: Chrome Pictures
Director: Hemant Bhandari
Producer: Daniel Amanna and Kush Malhotra
