MUMBAI: Sammaan Capital has launched a campaign, “Hum Ho Gaye Kamyaab” celebrating the dreams, struggles, and triumphs of millennials across India. This campaign highlights the journey of the modern Indian middle class and looks to position Sammaan Capital as a trusted financial partner that stands by its customers every step of the way.
For generations, the dream of owning a home or growing a business has been deeply embedded in the aspirations of middle-class Indians. These goals go beyond financial milestones—they reflect emotional fulfilment, social standing, and core cultural values that shape the Indian identity. However, even as India emerges as the world’s third-largest economy, access to formal credit remains a persistent barrier to true financial inclusion. Micro, Small, and Medium Enterprises (MSMEs) significantly contributes to the nation’s GDP and generates large scale of employment—still grapple with systemic hurdles in securing the credit they need to grow and thrive.
Sammaan Capital says that it is committed to enabling the dreams of millions of Indians—whether it’s owning a home or building a business. By leveraging government-backed housing schemes that offer tax benefits and subsidies, and forging strategic partnerships, it looks to make homeownership more accessible and help bridge the credit gap that has long hindered true financial inclusion.
It added that it understands that these aspirations go beyond economics—they are about earning respect, gaining stability, and living with dignity. That’s why its mission is rooted in the belief that every individual deserves the opportunity to Jiyo Sammaan Se. This tagline looks to reflect its core philosophy: to empower people to live a life of purpose, pride, and possibility.
Sachin Chaudhary, executive director, COO Sammaan Capital speaking about the launch of the new campaign said, “We understand the pride and aspirations of every middle-class Indian. This campaign is not just about celebrating financial success, but about acknowledging the journey – the struggles, the determination, and the triumphs. With ‘Hum Ho Gaye Kamyaab,’ we are not just supporting our customers’ financial goals; we are part of their emotional journey, helping them realize the dreams that define their future. This film is a salute to the spirit of the middle class; their pride, resilience, and quiet determination. At Sammaan Capital, we’re proud to be more than a financial partner; we are enablers of dignity, aspiration, and self-respect.”
A Campaign That Resonates with Millennials: The “Hum Ho Gaye Kamyaab” campaign reflects the transformation of the millennial generation, who started with dreams in the 90s, often singing “Hum Honge Kamyaab Ek Din.” Fast forward to the present day, this same generation has worked hard, overcome barriers, and emerged victorious. Many have now built homes, expanded businesses, and fulfilled their long-awaited aspirations. Sammaan Capital celebrates their success with a sense of pride and accomplishment, as they now sing “Hum Ho Gaye Kamyaab.”
The campaign showcases their personal journeys – from humble beginnings to the realization of dreams. It highlights the pride of owning a home or scaling a business and positions Sammaan Capital as the trusted partner that fuels these dreams, enabling customers to live with confidence and pride
Breaking Barriers to Financial Access: At Sammaan Capital, the mission extends beyond just providing financial products; it is about breaking down barriers and ensuring that everyone, regardless of their financial background, gender, caste, and community has the access and support they need to achieve their dreams. Whether it’s the dream of buying a first home or expansion of business, the brand aims to walk alongside its customers at every step of their journey.
A Vision for the Future: Sammaan Capital’s “Hum Ho Gaye Kamyaab” campaign not only celebrates the success of the middle class but also serves as a reminder of the collective spirit of self-respect, pride, and achievement that defines this community. Through its products, customer-centric approach, and understanding of the unique challenges faced by millennials, Sammaan Capital looks to foster a brighter and more prosperous future for India’s middle class.
The campaign has been conceptualised by McCann and brought to life by Firecracker Entertainment Pvt. Ltd. Together, they have crafted a narrative that brings the core philosophy of Sammaan Capital — Jiyo Sammaan Se — to life on screen. There is an anthem “Hum Ho Gaye Kamyaab”, sung by Bollywood singer and music composer Amit Trivedi.
