Mumbai: Shriram Finance (SFL), the flagship company of the Shriram Group, has unveiled its new integrated campaign, ‘Shri Aarambh Loans’, reinforcing its comprehensive suite of Commercial Vehicle Loans tailored for India’s trucking and transport community.
The structured proposition brings together vehicle financing along with tyre, fuel, challan, insurance and repair support under one offering, positioning Shri Aarambh as more than just a vehicle loan. The campaign highlights the everyday realities faced by truck drivers and small transport operators, presenting Shriram Finance as a financial partner that helps keep their business moving.
For truck drivers and small fleet owners, a vehicle represents their primary source of livelihood. The name ‘Shri Aarambh’ reflects this sentiment — ‘Shri’ anchors the initiative to Shriram Finance’s legacy, while ‘Aarambh’ signifies an auspicious new beginning. The campaign underscores the idea that challenges on the road, whether rising fuel costs, maintenance issues or unforeseen disruptions, can become opportunities to restart when backed by the right financial support.
At the heart of the initiative is a musical brand film translated into eight Indian languages — Hindi, Marathi, Gujarati, Bengali, Kannada, Malayalam, Telugu and Tamil — capturing the shared experiences of truck drivers across regions. While routes and geographies differ, the anxiety of a stalled vehicle and the determination to keep moving remain universal themes. The recurring line, ‘Ghoomega Pahiya’ (घूमेगा पहिया), symbolises resilience and continuity, reinforcing the message that with the right support, the wheel of life keeps turning.
Conceptualised and executed by Leo India, the campaign has been rolled out pan-India. The media strategy focuses on digital platforms including YouTube, Meta, ShareChat-Mauj and OTT platforms such as Sun NXT, alongside ecosystem-driven platforms like TruckDekho and Paytm where the core audience actively engages. Outdoor visibility has also been deployed across select states and national highways, transport hubs and dhabhas — key touchpoints within the trucking ecosystem.
Commenting on the launch, Elizabeth Venkataraman, Executive Director – Marketing, Shriram Finance, said “Truck drivers and small fleet owners form the backbone of India’s logistics ecosystem. With Shri Aarambh, we wanted to reinforce our proposition that goes beyond financing a vehicle and supports the entire business lifecycle of anyone from the trucking and transport community. The campaign reflects our commitment to standing by our customers and enabling new beginnings even during challenging moments.”
The initiative aligns with Shriram Finance’s brand philosophy, ‘Judenge Udenge’, reaffirming its commitment to empowering customers and supporting their growth journeys.
With Shri Aarambh Loans, Shriram Finance aims to further strengthen its position as a long-term partner to India’s trucking and transport community, ensuring that the wheels of enterprise continue to move forward.
