Capri Global Capital, a non-banking financial company, has launched the campaign Farz Nibhaatey Hain to reaffirm its commitment to credit inclusion. As per the company, the omnichannel brand campaign reiterates its responsibility towards the unbanked borrowers of India.
Talking about the brand campaign, Basant Dhawan, group chief marketing officer, Capri Global, said, “Farz Nibhaatey Hain campaign not only reflects our strong business fundamentals, but underscores our ability to build foundations of resilience that enable growth and inspire confidence among our customers. We have launched the campaign with multiple touchpoints and are confident that it will play a pivotal role driving our brand metrics.”
The campaign featuring brand ambassador Pankaj Tripathi showcases the company’s human value proposition while bringing its mission of inclusive growth.
Additionally, the campaign is conceptualised by Rediffusion.
“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,” Asheesh Malhotra, executive director, Rediffusion added.
The campaign includes a digital media campaign and on-ground activations as the brand plans to amplify its reach through influencer-level activity on social media. Moreover, the integrated campaign will be rolled out across TV, OTT, and YouTube.
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