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Tag: Pramod Sharma

  • Capri Loans puts the spotlight on India’s unsung hustlers with #TarrakiKeHaath

    Capri Loans puts the spotlight on India’s unsung hustlers with #TarrakiKeHaath

    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.

  • Tata Power urges all to Embrace Mother Earth, Love Our Planet and Switch to Green and Clean Energy

    Tata Power urges all to Embrace Mother Earth, Love Our Planet and Switch to Green and Clean Energy

    Mumbai: Tata Power, one of the integrated power companies has launched a new brand film – ‘DuniyaApneHawale’ promoting the message of “Embrace mother earth love our planet. Switch to green and clean energy.”

    As Tata Power stays steadfast in its commitment to ‘Sustainable is Attainable’, this is another step towards inspiring citizens to make sustainable lifestyles a reality and underscore the importance of individual action and responsibility towards a cleaner, greener future.

    As a responsible corporate, Tata Power is encouraging the adoption of green energy products and services for its large consumer base including corporate. It is also working on popularising how a sustainable lifestyle is ‘attainable’ for millions of Indians through wide-scale adoption of affordable green solutions like rooftop solar, EV charging, solar microgrids, group captive solutions, pumped hydro power, smart home automation solutions to promote energy efficiency.

    Along with Hindi, English, Gujarati, Marathi, Tamil and Kannada news and business channels, the campaign is live on digital and social media platforms engaging the public with its message.

    The film depicts the journey of a globe, demonstrating the abuse and damage that our planet goes through day in and day out thanks to a range of human activities such as deforestation, construction, industrialisation, and urbanisation. By the end of its journey, the globe is soiled and battered, until two children representing the future generation – rescue it, clean it, and hug it demonstrating the love and care that we need to have for our planet. The video concludes with a strong message: ‘Embrace mother earth, love our planet. Switch to green and clean energy’ with the words “hold me tight” being sung in the background.

    Tata Power chief – brand & communications Jyoti Bansal said, “As we see global leaders congregate and debate at COP28, it is clear that no action is not an option. Tata Power took the lead in creating the right conversations with sustainable is attainable. We take this to the next level as we urge the people to embrace their responsibility and accelerate individual action towards sustainable lifestyles and clean energy solutions. The film seeks to inspire a profound appreciation for our planet. The young children cleaning the globe in the film serve as a powerful symbol of how small acts can become catalysts for a big change. We strive to make this a movement to encourage each one of us to become custodians of planet earth – the only home we will ever have.”

    Rediffusion national creative director Pramod Sharma said, “This film is straight from the heart. The punishment that we are according the planet every day is going to become irreversible if we do not stop the battering immediately. Sadly, much of what we do is out of ignorance and a lot is due to indifference. Both attitudes are killing Mother Earth. In this piece of communication the problems are clearly highlighted and Tata Power sends out an unequivocal message of urgent action at an individual level as well as at a societal level.”

    Rediffusion Executive Director Carol Goyal who oversees the films portfolio added, “We’ve kept the messaging real. It is hard hitting. And the punishment to the globe is shown in situations we see everyday but don’t do anything about. The film is held together by a very strong and evocative musical score and lyrics that we hope will become memorable and enduring.”

    Tata Power is committed towards becoming the trusted green energy brand. The company plans to achieve 70 per cent capacity generation from clean and green energy sources by 2023 and achieve carbon net neutrality by 2045.

  • Capri Global Capital Ltd unveils the ‘Farz Nibhaatey Hain’ campaign

    Capri Global Capital Ltd unveils the ‘Farz Nibhaatey Hain’ campaign

    Mumbai: Capri Global Capital Ltd (CGCL), a diversified non-banking financial company, has launched the Farz Nibhaatey Hain brand campaign to reaffirm its commitment to credit inclusion. The relatable, emotional, and relevant omnichannel brand campaign reiterates its responsibility towards the unbanked borrowers of India.

    Conceptualised by Rediffusion, the campaign showcases CGCL’s human value proposition while bringing alive its mission of inclusive growth. Brand ambassador and acclaimed actor Pankaj Tripathi will be the protagonist of the 2-films of the Farz Nibhaatey Hain campaign that features the company’s MSME loan and gold loan products. The integrated campaign will focus on reach, visibility, impact and will be rolled out across TV, OTT, and YouTube. The campaign will also include a digital media campaign and on-ground activations. The brand plans to amplify its reach through influencer-level activity on social media.

    Sharing the rationale of the brand campaign, Capri Global CMO Basant Dhawan said, “Farz Nibhaatey Hain campaign not only reflects our strong business fundamentals, but, more importantly, it underscores our ability to build foundations of resilience that enable growth and inspire confidence among our customers. We strongly believe that it is our farz to uplift the society by creating enough opportunities and offering access to seamless credit to augment these opportunities. We have launched the campaign with multiple touchpoints and are confident that it will play a pivotal role driving our brand metrics.”

    Rediffusion national creative director Pramod Sharma said, “From the moment we got the brief, we knew we had the opportunity to truly speak to the heart of the country. Understanding them, and the responsibilities that they take on in life, was the key to cracking this campaign. And once we had the stories that we wanted to tell; in Pankaj Tripathi, we had an actor who was able to breathe magic into each and every role. So that we could tell them ki jaise aap apna farz nibhaatey hain, Capri Loans aasani se loan deke apna farz nibhaatey hain.”

    Rediffusion executive director Asheesh Malhotra added, “The majority of India isn’t deemed credit-worthy simply because they may not have relevant papers to show. But every day, they prove themselves more than worthy through every role they play in their lives. That is the truth we wanted to portray – human stories of character and hope. And how Capri Loans can help them get ahead in life by simply ensuring that they too get access to credit like the rest of India.”

    Decoding Farz Nibhaatey hain

    Today credit is not just a medium to fulfilling aspirations of individuals but a booster dose for their fiscal growth and make them self-reliant. A vast population in India is still unbanked, and commitment to offer credit to these borrowers for a fiscally sound future, forms a strong foundation for financial inclusion. Capri Global Capital Ltd has endeavored to be a vital cornerstone of the Indian financial ecosystem and is attempting to channelize credit facility to unbanked population across hinterlands of the country.

  • Rediffusion elevates Pramod Sharma to national creative director

    Rediffusion elevates Pramod Sharma to national creative director

    Mumbai: Rediffusion has fostered its creative leadership by elevating Pramod Sharma to the position of national creative director. He earlier served as executive creative director at the agency’s Mumbai office.

    In his new role, Sharma will lead the creative team and drive the next phase of growth for multiple brands under the Rediffusion umbrella with a focus on further cementing the creative value proposition across all disciplines – creative, media, health, digital and design, said the statement.

    Sharma joined Rediffusion seven years ago and has played a pivotal role in some of its acclaimed work, especially for State Bank Of India, SAB TV, Parle Products, PGIM, Exide, TVS Tyres, Shyam Steel and creation of investor education campaigns for Nippon India Mutual Fund. This is his second innings at the agency.

    He has been credited with the creation of the iconic ‘Tata Motors Ace Gold Campaign.’

    “In the past year, our focus has been to build a strong business foundation, strong client partnerships and bring back Rediffusion’s past glory,” Rediffusion managing director Sandeep Goyal said. “We want to focus on building great brands and elevate the agency ranking to the top five, therefore it is imperative for us to re-establish a strong creative reputation to maximise our ability to create work that works and wins for our client partners. Pramod is a great creative leader who has worked closely with me at Dentsu too. He will closely work with me, Navonil Chatterjee, Kalyani Srivastava and Rajendra Gupta to take the agency to higher pinnacles.”

    “At Rediffusion, as we head into our 50-years celebration, there is a huge amount of energy and enthusiasm,” Sharma said, about his new role. “We have been hiring some very fine talent over the past year. More recruitments are in the pipeline. We are looking at a whole lot of new-age formats that clients desire, and we deliver. Rediffusion 2.0 is about customer joy at every touchpoint of the brand’s journey. My job is to make creatives that bring happiness and satisfaction to our clients’ consumers through messaging that is cut-through and highly memorable.”

  • SBI’s quirky commercial pushes for EMI on debit card offering

    SBI’s quirky commercial pushes for EMI on debit card offering

    NEW DELHI: SBI has launched a campaign titled #KhushiyanOnEMI to promote its EMI through debit card facility. Through this facility, consumers can make high ticket purchases like new durables, electronics or even jewellery items and convert them to easy monthly instalments, without causing much of a dent in their finances.

    Facilities like these were previously only available through credit cards, consumer durable loans or personal loans, which involved longer processes and stringent financial background checks. This made it impossible for a section of the population to afford them. With the debit card EMI, consumers can get pre-approved loans with no documentation and KYC Verification.

    Conceptualised by Rediffusion Brand Solutions, three quirky films have been rolled out highlighting the offering. The first film opens with a father installing a new TV at home. The son is taken aback, followed by the father revealing that a new TV will help make a good impression on his son’s special friend who is visiting the next day. The second film showcases a humorous mother-in-law and daughter-in-law duo, in which the daughter-in-law gifts the former a new tablet to complain to her son. The third film features a pair of siblings, of whom the sister is vegetarian and the brother non-vegetarian. The brother asks why there is a new double door refrigerator in their kitchen. The sister explains that one door is hers and the other his, so no more bickering for fridge space.

    Rediffusion Brand Solutions executive creative director and Mumbai creative head Pramod Sharma said, “What happens when you have the power of EMIs on your debit card? Buying things for loved ones becomes easier than ever. Through three quirky films we have tried to establish this fact.”

    The films have been released on the digital platform and will soon be taken to television to ensure greater reach amongst the intended target group.

  • Tata Motors celebrates #DeshKeTruck with brand new TVC

    Tata Motors celebrates #DeshKeTruck with brand new TVC

    MUMBAI: Tata Motors, India’s automotive company has introduced its brand new TVC DeshKeTruck, continuing its association and strong support towards home –grown sports of the country like kabaddi and wrestling. The film establishes Tata Motors’ range of commercial vehicles as an integral part of a sportsperson’s quest for excellence, helping them hone their skills to pursue success. The film ‘Desh Ke Truck’ has been conceptualised by Rediffusion and executed by Old School Films.

    The TVC features players such as Sushil Kumar, Bajrang Punia, Sakshi Malik, Rishank Devadiga, Monu Goyat etc. among others, from Wrestling Federation of India (WFI) and Pro Kabaddi League (PKL). It will be promoted during the ongoing Pro Kabaddi League matches, further cascading on to the social media handles with the following hashtags – #DeshKeKhiladi #DeshKeTruck #PKL #WFI.

    Speaking on the TVC Tata Motors Commercial Vehicle Business Unit, head – marketing and brand communications UT Ramprasad said, “Tata Motors is the archetype trucking champion of India. In essence – the ‘DeshKeTruck’ positioning embodies our vehicles and the movement of the Indian economy at large. Tata Motors Commercial Vehicle’s association with Kabaddi & Wrestling is our acknowledgment of the undeniable and unstoppable ‘Sportification’ of India through these homegrown sports.”

    Rediffusion executive creative director Pramod Sharma said, “Tata Commercial Vehicles are the lifeline of India. Be it goods, Ganesha idols or sports felicitation processions, the Tata vehicles carry emotions with them, making them the heartbeat of the country. Our idea stemmed from this insight, executed nicely by Old School Films.”

    Tata Motors is at the forefront, promoting wrestling and kabaddi in the country through their recent associations with Wrestling Federation of India (WFI) and Pro Kabaddi League (PKL). In some of the biggest non-cricket partnerships of the country, Tata Motors takes pride in extending its support beyond a simple commercial engagement by promoting the sport, encouraging and developing rising sporting talents, enabling them to achieve their aspirations.

  • Parle 20-20 tickles a funny bone to reward positive thinking

    Parle 20-20 tickles a funny bone to reward positive thinking

    MUMBAI: Parle Products, India’s favourite FMCG brand has launched a new campaign titled, ‘Taste mein 20 out of 20’ for its leading cookie brand, 20-20. 

    The campaign is an honest effort from Parle to showcase everyday situations that today’s youth encounter while dealing with redundant traditional norms. It metaphorically connects forward-thinking values to 20 -20 cookies by giving full marks to characters that behave positively to unconventional thought process.

    Conceptualised and crafted by Everest Productions, the campaign features five TVCs. All five TVCs display an entertaining event involving social situations affecting young adults – a mother encouraging her daughter to dress as she pleases, a father supporting her teenage daughter to travel with boys, a landlord bonding with a potential tenant from another religion, a modern twist to arranged marriages and a real estate agent supporting a live-in couple looking to rent out a house in the city. Parle’s 20-20 cookie features as an integral part of the narrative applauding each character that has moved ahead with times and is taking baby steps to gradually change orthodox social values.

    Parle Products category head Mayank Shah says, “Parle 20-20 cookies was created by Parle Products for the young adults. This audience is self-aware and is re-inventing social values to make the world a better place. As we celebrate Parle 20-20’s 10 years of existence, we want to appreciate individuals who encounter these young adults and don’t judge them for their choices. We also wanted to build a strong consumer franchise by positioning 20-20 as a brand that supports this new-age thought process which is free of prejudice and extremely inclusive of change.”

    Everest Brand Solutions executive creative director Pramod Sharma adds, “The brief was to create a narrative for today’s youth by keeping Parle 20-20 core values at heart. We have incorporated both these elements with a humorous twist to showcase a progressive society and positioned Parle 20-20 cookies as a reward to those who adapt to positive change easily. We hope the audience like the TVCs and it makes a good impact towards social change.”

    Cookies as a category promises indulgences and delight to consumers, thought to be occasion specific snacking. With a six per cent annual growth, Parle 20-20 cookies has been successful in making consumption of category occasion independent and more frequent. Parle 20-20 cookies are available in cookies cashew, cookies butter and cookies butter-jeera variants. 

    The TVC will be released in 11 languages and will be sustained through a digital campaign.

  • Rediffusion Y&R appoints Pramod Sharma as executive creative director

    Rediffusion Y&R appoints Pramod Sharma as executive creative director

    MUMBAI: Rediffusion Y&R has appointed Pramod Sharma as executive creative director, which is also his second stint with the company. He joins the agency from Soho Square (Ogilvy).

     

    Sharma said, “I had a great stint working with Jauhari and Wadia in Everest. And given the change that is underway in Rediffusion Y&R, the opportunity was one I didn’t want to miss. Jauhari has been like a mentor to me and this feels like coming home for a second innings.”

     

    Rediffusion Y&R president Dhunji S.Wadia added, “We welcome Sharma’s return to our agency. He understands our clients, brands and our work style. We appreciate his work ethic and calibre. And everyone can expect sparkling creative work.”

     

    Rediffusion Y & R CCO Rahul Jauhari said, “It’s great to have him back in the team. His passion for creativity is very well balanced with his understanding of business issues. Sharma comes as a shot in the arm for the creative team in Rediffusion Y&R Mumbai.”

     

    Sharma comes with over 15 years of work experience across agencies like Ogilvy, Dentsu, Percept-Hakuhodo, Everest and DDB Mudra.

  • Soho Square Mumbai names new senior CD

    Soho Square Mumbai names new senior CD

    MUMBAI: Soho Square Mumbai has appointed Pramod Sharma as its senior creative director.  

     

    The agency’s executive CDs and creative heads Anuraag Khandelwal and Satish deSa said, “In Pramod we found the ideal mix of maturity and crazy ideas. He is very ambitious, and yet very down-to-earth. We believe we have found one more member of our tribe.”

     

    Moving from Everest Brand Solutions, Pramod enters Soho Square with over 14 years of experience at Ogilvy, Dentsu, Percept-Hakuhodo  and DDB Mudra.

     

    During this time, he has  delivered successfully on brands such as Parle Products, Sony Sab TV, Sony Pal, Pantaloons, Maxx Mobiles, Fedex, Reliance Communications, Readers Digest, Cisco, and Raymond Apparels. 

     

    Sharma said, “Soho is packed with young blood and some of the best creative brains. Some outstanding work is taking shape here, with the promise of some exciting times ahead. Satish and Anuraag wanted me to be a part of this journey. I happily agreed to partner them.”

     

  • Everest creates sweet wonderland on TV for Londonderry

    MUMBAI : Everest Brand Solutions, the creative agency of record for Parle‘s confectionery range, has created the launch campaign for Londonderry. The three television commercials (TVCs) are produced by Picture Perfect.

    Londonderry is the latest offering from the group of Parle Products. It is a hard-boiled candy filled with caramel and milk solids.

    The objective was to enter the Lacto candy market in India and thus to create a clutter-breaking communication for the consumers and register the new brand‘s identity in their minds. The brand name is inspired from an actual town in Ireland.

    In order to make a distinct presence in the cluttered candy market, the packaging of the candy includes a red wrapper with the Londonderry town snap on the face.

    The TVCs which are a part of the launch campaign are inspired by the English-Irish culture of the Irish town of Londonderry. Three commercials capturing the old world charm of this city have been conceptualised and launched.

    The purpose of the commercials is to capture the imagination of the masses by doing something simple yet fascinating. The TVCs show an imaginary town full of sweet wonders, whether it is a dancing cow, a painter who paints with his beard or a kid with a special talent for fast reading. The commercials end with the message: “But that‘s not what Londonderry is famous for, It‘s famous for its rich milk and caramel candy. Londonderry. Tasty. Very Very.”

    Everest NCD Rahul Jauhari said, “The vision was to craft the brand as an International one. I‘m pretty happy with the way our team has managed to achieve that. Kids are loving the films. That‘s good enough reward for the hard work that‘s gone in.”

    Everest creative director Pramod Sharma said, “The films are part real, part magical. Bringing these stories to life was a real challenge. Especially in a timeframe as short as 25 seconds. The cast, location, the setup, the animation – all were chosen very, very carefully. Peter Pasic & Ricky Kapoor‘s team did a fine job of making sure everything fell into place just right.”