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Every life deserves a take-off, says IndoStar Capital Finance Limited in new spot

Conceptualised by Grey group India, the new brand campaign refers to the upward change of trajectory that IndoStar initiates through its advice and products

Click on the Image to watch the TVC.

Indostar Capital Finance Limited (Indostar), a non-banking financial company (NBFC), has launched its retail lending business to support the aspirations and entrepreneurial spirit of all those who dream big. The company – which believes that ambitions come in different shapes and sizes and that every life deserves a take-off – unveiled its new brand positioning that signifies the well-established reputation of IndoStar as a NBFC.

The company’s new brand identity reflects IndoStar’s robust growth in the last six years and its recent entry into the retail finance space, adding vehicle finance and affordable home finance among other products in its portfolio. The company’s new positioning of “Life ka Take-Off” implies the transformational growth in the lives of customers. Conceptualised by Grey group India, the campaign refers to the upward change of trajectory that IndoStar initiates through its advice and products. The idea was to design a campaign that brings out the brand’s core value. This was depicted in the form of a hand gesture that implies a take-off in their customer’s aspirations.

The company launched a 360-degree ad campaign across print, outdoor, digital and television. It intends to help individuals by giving access to capital, expert advice and tailor-made financial products so that nobody’s dreams go unfulfilled as IndoStar is there to enable every Indian to succeed and grow by giving them access to capital.

R Sridhar (Executive Vice-Chairman and CEO, IndoStar Capital Finance Limited), said, “As our offering moves to B2C, we felt a need to communicate in a succinct and lucid manner. We wanted our brand identity to be distinctive and have a consumer-friendly touch and Grey has helped us in doing it. Our new tagline ‘Life ka Take-Off’ reflects our commitment and responsibility to lead the transformational growth in the lives of our customers by offering the best of advice and products. We are happy to associate with Grey which has done a magnificent job in portraying IndoStar to the outside world.”

Sandipan Bhattacharyya

Adding about the new campaign, Sandipan Bhattacharyya, Chief Creative Officer, Grey group India, said, "Our starting point was the new purpose of IndoStar and how we could humanise it and translate it into a gesture that captures the soaring spirit of middle India. The team then used slices of peoples’ ambition to embed this gesture, hopefully into popular culture. ‘Life ka take-off’ is a campaign that’s encouraging, reassuring and positive; just the kind of thrust millions of Indians need today."

The Film:


Client: IndoStar Capital Finance Limited

Creative Agency: Grey group India

Creative Team: Sandipan Bhattacharyya, Mayuresh Dubhashi, Bhavesh Kosambia, Vivek Bhambhani, Virendra Saigoankar, Mehul Prajapati, Rahul Jaigadkar

Planning: Arun Raman, Sonya Misquitta

Account Management: Vineet Singh, Mudassir Ansari, Shradha Nair, Varun Shah

Films: Samir Chadha, Sharad Shinde

Director: Sizil Srivastav

Producer: Naved Punjabi

Production House: Windmill Films

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