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Tag: Rediffusion Brand Solutions

  • 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.

  • Shyam Steel ropes in Virat Kohli & Anushka Sharma for its new TVC launch

    Shyam Steel ropes in Virat Kohli & Anushka Sharma for its new TVC launch

    Mumbai: Producers and manufacturers of primary TMT Bars, Shyam Steel launched its new TVC campaign featuring former captain of India national cricket team Virat Kohli and actor Anushka Sharma. The new TVC is the extension of Shyam Steel’s ‘Hamesha Ke Liye Strong’ campaign.  

    The campaign aims to send across the brand message that a strong bond of relationship is achieved through a perfect balance of strength and flexibility just like Shyam Steel Flexi Strong TMT Bars. The TVC has been created by Rediffusion Brand Solutions and the production house is Cornerstone. The TVC is directed by Abhishek Burman.

    The balance of strength and flexibility keeps the foundation of the relationship strong which is also affiliated with Shyam Steel’s core brand philosophy. The TVC reflects on this thought process that when your dream home is built with Shyam Steel flexi-strong TMT Bars they represent a correct balance of strength and flexibility which keeps your home strong forever.

    The TVC Campaign showcases Virat Kohli and Anushka Sharma sitting near the dining table and their uncle joins them for dinner. While Virat and Anushka start eating with their spoon and fork their uncle starts eating with hand. Seeing his uncle, Anushka and Virat also start having their dinner with hands and they both look at each other smiling. When one has a correct balance of strength and flexibility, the relationship is built upon a strong foundation like steel, thus sustaining for a long-long time. Similarly, when houses are built with Shyam Steel flexi-strong TMT Bars, such houses are more sustainable.

    Speaking on the TVC campaign launch, Shyam Steel director Lalit Beriwala said “Sometimes small gestures can make a big difference in our relationships. The relationship we share with family at home forms the crux of the strong foundation. The campaign narrative embodies the principle of what Shyam Steel stands as a brand with strength and flexibility at its core. The star power of Virat Kohli and Anushka Sharma will help the brand to establish a deeper connection with our target audience, especially in the regional markets.”

    Rediffusion Brand Solutions’ Sreeparna Gupta said, “The film narrates the story of simple everyday situations to highlight how flexibility in relationships keeps the bond strong over years. Just like the perfect balance of flexibility and strength present in Shyam Steel, TMT Bars keep the structure strong for years. Virat Kohli and Anushka Sharma add their own charm and star power that helps to connect with the audience till the last mile.”

    Shyam Steel will launch two more TVC films with Virat Kohli and Anushka Sharma in the month of August and September 2022, respectively. The TVC campaign will be promoted through a 360-degree approach. The TVC will be showcased in digital platforms along with news, sports, entertainment and GEC channels in TV and cinema halls. This will be followed by outdoor and print campaigns to sustain the communication until the current financial year.

    Shyam Steel with an annual turnover of Rs 4,500 crores is now on a steady expansion mode braving the disruptions caused by Covid-19 pandemic. The company, an integral partner of building new India, is committed to meaningfully contribute to the realisation of the target of 300 million tonnes steel production by 2030-31. Shyam Steel have also signed Olympic medallists Lovlina Borgohain and Manpreet Singh as their Build India brand ambassadors, in addition to Sonu Sood. The brand is also associated with Virat Kohli and Anushka Sharma as the face of the company.

  • 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.