Our maiden advertisement campaign highlights our dedication to customer centricity and our brand promise of empathy. It positions Piramal Finance as a compassionate brand that reaches out to underserved customers and MSME businesses in Tier 2 and 3 cities across Bharat, focusing on their integrity and potential.
According to RBI’s 2021 report on India’s Annual Financial Inclusion Index, India has the world’s second-largest unbanked population. Many people remain unserved and underserved by the formal banking system, struggling with loan origination and enduring financial hardships.
At Piramal Finance, we offer Housing Loans, Business Loans, Personal Loans, and Used Car Loans by validating formal credit history through papers and documents but also by evaluating intent and integrity. This approach sets us apart and highlights our unique lending experience.
Focussing on ‘Budget Bharat’, we address the credit needs of the unserved, underserved, and highly underleveraged segments. Our customers are central to our business approach. Rather than merely assessing capability and paperwork, we prioritise understanding the person’s intent, embodying our empathetic brand promise.
The idea behind the brand’s maiden campaign, “Hum Kaagaz Se Zyaada, Neeyat Dekhte Hain,” was to reach out to India’s blue-collar workers. Arvind Iyer, Head of Marketing, Piramal Finance, says this tagline perfectly encapsulates everything about the company. #PEOPLENOTJUSTPAPERS
This audience group, including Kirana store owners, locksmiths, auto mechanics, and shop owners, represents a significant part of the workforce. Many Piramal Finance customers are often overlooked by other financial institutions. They are underserved due to stringent underwriting and paperwork requirements. Piramal Finance evaluates customers based on qualities beyond paperwork to determine creditworthiness.
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“OUR MAIDEN BRAND CAMPAIGN DISSEMINATES A STRONG AND POSITIVE MESSAGE THAT PIRAMAL FINANCE IS COMMITTED TO PROVIDING CREDIT TO CONSUMERS WITH THE RIGHT INTENT TO REPAY THEIR LOAN.”
Our customers are self-employed individuals or small business owners, primarily from Tier 2&3 cities and towns, mostly undervalued, unbanked, or not deemed creditworthy, with unmet financial aspirations and needs. However, their right intent is their biggest source of self-worth and self-respect, making them proud of their high ethical standards. The lack of proper documentation or a solid financial background makes it difficult for them to avail credit from banks and NBFCs.
The campaign highlights that Piramal Finance views credit differently from other banks and NBFCs. We focus on underwriting people, not just papers. Beyond documentation, Piramal Finance values a customer’s ethical beliefs and right intent.
The campaign signals to Budget Bharat that Piramal Finance is dedicated to them. We value their dreams, believe in their growth, and are committed to delivering on our promises.
Scan the QR code to view the ad-flim
The brand reached its target audience through traditional mass media platforms like TV, OOH, and Radio. It believed TVCs would generate the most traction since their audience primarily comes from single-TV households.
The advertising campaign, rooted in our brand promise of empathy, was heartfelt and persuasive. Surpassing our expectations, customer calls increased nearly fourfold. Additionally, we saw a significant rise in organic branch walk-ins. This positive response from our first advertisement campaign greatly enhanced trust among our channel partners.
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