ERFL launches digital film 'Naamkaran' to promote lending business

Edelweiss Retail Finance Limited (‘ERFL’), the retail lending arm of the Edelweiss Group, has launched a digital film titled ‘Naamkaran’, in association with Terribly Tiny Tales (‘TTT’) for their micro, small and medium lending business (‘SME Lending’).

The branded content conveys the message that Edelweiss is a business partner for the SME customer’s entire journey, and will help ensure that their business aspirations are fulfilled.

Reflecting a self-employed person’s dreams and passion, for whom their business is like a baby, the story emphasises that Edelweiss understands that the business is part of the family – therefore, the protagonist’s mother, sister, brother and father are all excited and part of the journey. The film shows how Edelweiss SME Lending is poised to serve the needs of the self-employed, with ease and convenience, to help drive business growth.

The film helps Edelweiss reach out to the heart and mind of the Indian entrepreneur, whose go-getter attitude and determination to succeed is legendary, and who often only has hard work and dreams, but not necessarily the financing to fuel his business aspirations.

Arun Nayyar, Head, SME lending, ERFL, said, “We are an organisation that keeps our customer at the core, hence we pride ourselves in understanding the customer mindset and providing the right service for their convenience. This film conveys this message to our target audience.”

Commenting on the film, Shabnam Panjwani, Head, Marketing and Communications, Edelweiss Group, said, “Our SME Lending process is one of the simplest in the market today. This film conveys our simple message – that while planning your entrepreneurial journey, getting a loan should not be a pain point, and we are here to help. The message has been portrayed beautifully by TTT with this video.”

Chintan Ruparel, Co-founder and Chief Creative Officer, Terribly Tiny Tales, said, "This is our first collaboration with Edelweiss. We spent a great deal of time underlining one core philosophy that resonated with all of us – and we found it. Naamkaran is a familiar story of a situation that most people find themselves in, with a simple insight at the heart of it. You can try and resist or shy away from the attention your family showers on you, but there is no escaping it.”

Sonam Nair, Director, said, "I wanted to work with the TTT family again after the success of Khujli, and this film was such a different zone altogether that I was happy to take it on. It was a challenge for me to show a big, boisterous, loveable family – as I come from a very small and scattered family. But the love is the same no matter what the size or ethnicity is and the cast truly came together really well as a family. Namit Das was a delight to work with – we earlier worked together when he made his debut in Wake Up Sid, which was also my first film as an assistant director. So we go way back, and hopefully will work again soon."

The Edelweiss Group recently signed on global actor, Irrfan Khan, as the voice of the customer for its SME Lending campaign. Basis customer research that Edelweiss undertook, is was revealed that new-age business owners have tremendous faith and belief in their own efforts and hard work, with a never-say-die mind set, despite not always getting the right business support.

Edelweiss empathises with this #CanDo belief system and launched a hard-hitting campaign to celebrate the #SpiritofEntrepreneurship of the new-age Indian business owners who aspire to aim high, scale-up and exceed business goals, regardless of any limitations or hurdles. This film is the second step of the same campaign.

The Film:

Credits:

Storytelling Partner: Terribly Tiny Tales

Director: Sonam Nair

Film Production Company: The Frog Pond

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