Fast lanes only as L&T Finance bowls in speedy two wheeler loans

MUMBAI: When Jasprit Bumrah charges in, things happen fast and L&T Finance wants borrowers to feel the same rush. L&T Finance Ltd. (LTF) has rolled out a new television commercial, Just Zoom Two-wheeler Loans, starring its brand ambassador Bumrah, drawing a neat parallel between the pacer’s lethal speed and the company’s promise of swift, friction-free two-wheeler financing. The campaign carries the punchy line Bumrah Ki Speed Par, tying cricketing precision to credit approvals.

Timed for maximum eyeballs, the TVC debuted during the ongoing Asia Cup 2025, where L&T Finance is an associate sponsor across Sony’s broadcast network spanning 13 channels. The film zeroes in on what the lender believes matters most to two-wheeler buyers, instant approvals, higher loan eligibility and EMIs starting at Rs 2,199 per lakh.

Set inside a two-wheeler showroom, the ad plays out like a split-screen thriller. A hesitant customer questions how quickly the loan will come through, while a television in the background shows Bumrah mid-over. As the bowler powers through his run-up, the LTF executive completes the digital loan journey in real time document upload, credit check and approval, all before Bumrah sends the stumps flying. The punchline lands with the wicket: speed, delivered.

Behind the scenes, LTF credits its proprietary AI and machine-learning engine, Project Cyclops, a three-dimensional credit risk assessment system that evaluates customers in real time to enable near-instant underwriting decisions.

L&T Finance, managing director and CEO Sudipta Roy said two-wheeler loans often mark a borrower’s first step into formal credit. “For millions, a two-wheeler is not just mobility but economic independence. By accelerating this first-stage loan, we’re helping aspirations move at the pace modern India expects,” he said.

L&T Finance chief marketing officer Kavita Jagtiani said the film was designed to be as sharp as Bumrah’s yorker. “The idea was simple: minimal wait, maximum impact. We’ve also layered AI-led personalisation across touchpoints to keep the experience fast and relevant,” she added.

The campaign forms part of a wider integrated marketing push across 13 cities, including Mumbai, Bengaluru, Chennai, Hyderabad, Kolkata and Pune. The rollout spans outdoor hoardings, airport branding, metro media, inflight magazines, WhatsApp bot integrations and social platforms. Adding a gamified twist, LTF is also launching an AI-powered Bowl like Bumrah contest, alongside influencer activity and signed merchandise giveaways.

The TVC will air across Sony Sports feeds in English, Hindi, Tamil and Malayalam, as well as Sony PIX, Sony Max and Sony Wah, including HD channels ensuring LTF’s message travels almost as fast as its star bowler.