MUMBAI — In a stirring new campaign titled #TarrakiKeHaath, Capri Loans salutes the unsung engines of India’s economy — the self-employed, the small shopkeepers, the dhaba owners, the carpenters and countless others who fuel the country’s daily hustle with grit and graft.
Anchored by actor and brand ambassador Pankaj Tripathi, the campaign zooms in on the hands that toil quietly but relentlessly — stitching dreams, steering livelihoods, and shaping aspirations. Directed by Rediffusion brand solutions, the film is a visual homage to the working hands of Bharat, set to a grounded narration that exudes dignity, warmth, and resolve.
The campaign isn’t just sentiment — it underscores Capri Loans’ commitment to delivering grassroots financial inclusion. With over 1,100 branches and 7.2 lakh+ customers, the non-banking financial company is doubling down on its core mission: making credit accessible to those often overlooked by traditional banks.
From MSME loans and gold loans to affordable housing finance, Capri Loans is backing India’s enterprising middle with tech-enabled solutions that go beyond just lending — combining data science, AI, and empathy to make borrowing faster, smarter and more human.
“At Capri Loans, we don’t just finance livelihoods — we fuel aspirations,” said Capri Loans head marketing, Nishant Gehlot. “Capri Loans is committed to democratizing credit and bringing financial services to those who have long been underserved. #TarrakiKeHaath is a tribute to individuals whose contribution to the economy is vital yet often overlooked. This campaign reflects our brand’s ethos of inclusivity, access, and trust — values we live by in our journey to empower every Indian hand that dreams of growth. Pankaj Tripathi has been our brand ambassador for 3 years now, and his association not only lends more relatability to the narrative, but also strengthens brands connect with our audience.”
Echoing the sentiment, Rediffusion Brand Solutions national creative director Pramod Sharma added, “The idea for #TarrakiKeHaath emerged from what we see around us every day—millions of Indians working with quiet dignity and extraordinary resilience. The creative expression focuses on their hands, which bear the mark of both toil and hope. Capri Loans’ vision to empower this segment gave us the perfect canvas to tell these stories with emotional truth and impact.”
Adding further, Rediffusion Brand Solutions executive director Asheesh Malhotra said, “At Rediffusion, our strategy for #TarrakiKeHaath was rooted in creating an emotional connection with Capri Loans’ core audience—unsung professionals driving Bharat’s growth. By focusing on their hands, we symbolized both their resilience and aspirations. This campaign is designed to deepen Capri Loans’ brand equity, especially in urban and semi-urban markets, while reinforcing its commitment to democratizing credit. Through authentic storytelling and powerful visuals, we have positioned Capri Loans as a true enabler of growth and dreams for India’s hardworking individuals.”
#TarrakiKeHaath will roll out across television, print, and digital platforms in multiple languages, aiming to drive deep emotional resonance in both metros and Bharat’s heartland. With its grounded storytelling and laser-sharp media plan, Capri Loans hopes to win more than visibility — it wants to win trust.
Because in India’s growth story, it’s not just the big names that matter — it’s the calloused hands behind every small win.
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