Piramal Capital and Housing Finance, the wholly owned subsidiary of Piramal Enterprises (PEL), has announced the launch of its first brand campaign that focuses on addressing the credit needs of the unserved and underserved sections of Bharat.
Titled, “Hum kagaz se zyaada neeyat dekhte hain”, the campaign highlights the brand’s commitment to look beyond just papers/documentation as means to assess the credit worthiness of its loan seeking customers.
The campaign underscores Piramal Finance’s commitment to customer-centricity and aims to reach out to budget-conscious customers as well as medium and small businesses in Tier 2 and Tier 3 towns across Bharat.
The campaign kicks off with two ad films that position Piramal Finance as a brand which focuses on underwriting customers as well as their integrity rather than just papers/documents.
Conceptualised by Womb, the films capture the lives of two families which face real-life roadblocks while trying to avail loans and how Piramal Finance is committed to stand by such individuals as well as their families in their pursuit of happiness. With their tailor-made product offerings in the form of Home Loans, Business Loans and Personal Loans and Used Car Loans, Piramal Finance provides loans to customers by not only validating the formal credit history and papers/documents, but also evaluating customers on the basis of their intent and integrity - thereby highlighting the differentiated lending experience.
Further, the company also unveiled the new logo for the customer facing brand ‘Piramal Finance’ for the lending business and all branches across India will be branded with the new logo.
Arvind Iyer, Head – Marketing, Piramal Capital and Housing Finance, said, “There are a lot of people in our country who are unserved and underserved and aren't deemed credit-worthy for a whole host of reasons, and they have to face many roadblocks even before they begin their loan journey. At Piramal Finance, we aim to innovate and develop flexible solutions to fulfil the credit needs of this customer segment and help them achieve their financial goals and aspirations.”
“Our customer is pivotal to how we engage in business, and we are incredibly thrilled to launch our maiden campaign ‘Hum Kagaz se zyaada neeyat dekhte hain’. The maiden campaign conveys a strong and positive message that consumers with the right intent to repay their loan can avail themselves of services from Piramal Finance. The campaign marks the birth of our customer brand Piramal Finance, as an NBFC-HFC, serving the needs of the Bharat customer. By giving them simple financing options that build optimism and a sense of abundance, enabled by our solutions.”
Kawal Shoor, Founding Partner, The Womb, said, “Real India works in its shops and lives in modest homes. This real India, or Bharat in marketing lingo hasn’t yet seen the fruits of financial inclusion. The loan narrative in Indian advertising has always brought alive aspirations of white-collar India – “travel abroad”, “study abroad”, “own house just around marriage”, and so on, which are alien and unrelatable dreams for the real India that is still struggling for stability and some growth. This India works harder and earns sweat money.”
“Many in this India are still outside the tax bracket. Others earn legitimate income but in cash, and hence they don’t have the documentation required by large financial loan providers. What the striving blue collar/pink collar/grey collar workers have in abundance though, is character and honest intentions. ‘Neeyat’ as a thought encompasses these virtues in a phrase that means so much more, but doesn’t totally translate in English. ‘Hum kaagaz se zyaada, neeyat dekhte hain’ as the brand idea captured the essence of Piramal Finance’s proposition with not just accuracy, but heart. And that’s what we launch the campaign with – soulful stories of struggle, character and optimism.”
Akshat Trivedi, Creative Lead, The Womb, said, “Often you get exciting briefs and sometimes you get a soulful brief too. ‘Neeyat’ as a space gave us a path to deep dive into relevant human stories. Here are a couple of them to begin with. Shot in a real authentic location with as much real possible execution. We are prepared to touch our audience not only through stories but through a thoughtfully crafted integrated campaign around the theme.”
The campaign is being promoted across social and digital media, OTT networks, digital news publisher networks and the company’s digital assets and branches.
Agency: The Womb
Founding partners: Kawal Shoor and Navin Talreja
Creative team: Akshat Trivedi, Sohil Wadhwania, Makarand Berde, Hrishikesh Paranjape
Planning team: Sneha Raina, Varchas Sinha
Account management: Dhaval Jadwani, Rajat Pandey and Deepshikha Dutta
Production house: Chrome Pictures
Director: Hemant Bhandari
Producer: Daniel Amanna