4 days ago
Capri Loans celebrates the hands that propel the nation
Capri Global Capital (
Capri Loans
), a
non-banking financial company
, has launched its new brand campaign
#TarrakiKeHaath
— a tribute to those hands that work tirelessly and whose silent efforts propel Bharat's growth story.
Featuring unsung everyday professionals like kirana shop owners, taxi drivers, dhaba owners, tailors, and carpenters, the campaign also reinforces Capri Loans' commitment to deliver credit at the grassroots,
empowering self-employed individuals
, and small businesses across the country.
The campaign's storyboard is created by
Rediffusion brand solutions
, Mumbai.
The multi-state campaign aims to build long-term
brand equity
and deepen emotional resonance with audiences in both urban and semi-urban regions. Brought to life through a compelling storyboard by Rediffusion, it features powerful visuals that focus on the hands of hardworking individuals—symbolising determination, dignity and aspiration.
The narrative is elevated by the presence of brand ambassador and actor
Pankaj Tripathi
, whose grounded delivery brings authenticity, warmth and emotional depth to the campaign's message.
Nishant Gehlot, head marketing, Capri Loans said, '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 three years now, and his association not only lends more relatability to the narrative, but also strengthens brands that connect with our audience.'
Pramod Sharma, national creative director, Rediffusion brand solutions, added, 'The idea for #TarrakiKeHaath emerged from what we see around us every day—millions of Indians working with quiet dignity and extraordinary resilience.'
Adding further, Asheesh Malhotra, executive director, Rediffusion Brand Solutions, says '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 symbolised 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 democratising 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.'
The campaign will be backed by a robust 360-degree media rollout. Strategic placements across relevant high visibility mediums and key digital touchpoints will ensure visibility in Capri Loans' core markets.
Watch the video here:
