The Business Bytes
THEBUSINESSBYTES BUREAU
MUMBAI, JUNE 16, 2025
Capri Global Capital Ltd (Capri Loans), a leading non-banking financial company (NBFC), has launched its latest brand campaign, #TarrakiKeHaath, celebrating the tireless efforts of India’s everyday professionals who silently drive the nation’s growth. Honouring unsung heroes such as kirana shop owners, taxi drivers, dhaba operators, tailors, and carpenters, the campaign underscores Capri Loans’ mission to deliver accessible credit and empower self-employed individuals and small businesses across India.
Conceptualized and crafted by Rediffusion Brand Solutions, Mumbai, the multi-state campaign aims to strengthen brand equity and build emotional resonance among audiences in both urban and semi-urban regions. At the heart of the campaign are evocative visuals focusing on the hands of hardworking individuals — symbolizing perseverance, dignity, and aspiration.
The message is further enriched by brand ambassador and celebrated actor Pankaj Tripathi, whose grounded persona brings warmth, authenticity, and emotional depth to the narrative.
“At Capri Loans, we don’t just finance livelihoods — we fuel aspirations,” said Nishant Gehlot, Head of Marketing, Capri Loans. “#TarrakiKeHaath is a tribute to the hands that shape Bharat’s progress but often go unnoticed. This campaign reflects our values of inclusivity, access, and trust, as we continue to democratize credit for those who need it most. With Pankaj Tripathi as our brand ambassador for three years now, his presence lends relatability and strengthens our connection with our audience.”
Sharing the creative vision behind the campaign, Pramod Sharma, National Creative Director at Rediffusion, added, “The inspiration for #TarrakiKeHaath came from what we witness every day — millions of Indians working with quiet resilience. Their hands, marked by both effort and hope, tell powerful stories. Capri Loans’ commitment to this segment provided the ideal platform to bring those stories to life with emotional honesty.”
Asheesh Malhotra, Executive Director, Rediffusion Brand Solutions, further elaborated, “Our strategy was to create a campaign that forges a deep emotional bond with Capri Loans’ core audience. By spotlighting the hands of everyday workers, we symbolized both their grit and their dreams. This narrative reinforces Capri Loans’ positioning as a true enabler of growth and transformation for India’s hardworking population.”
The campaign will be rolled out through a comprehensive 360-degree media strategy, combining high-impact placements across television, print, and digital platforms. The media plan is designed to enhance brand visibility, drive awareness, and build a lasting emotional connect with the audience through sustained and targeted engagement.
As Capri Loans continues to expand its national footprint, the campaign is set to play a crucial role in strengthening customer trust across key lending verticals, including MSME loans, gold loans, and affordable housing.
In tandem with its brand-building efforts, the company is also investing heavily in advanced technology, data science, and AI-driven financial solutions to ensure seamless access to credit. With a growing network of over 1,100 branches and more than 7.2 lakh customer accounts across India, Capri Loans is well on its way to becoming a trusted financial partner for Bharat’s aspiring and industrious population—empowering one hardworking hand at a time.
