L&T Finance has launched a new gold loan campaign featuring brand ambassador Jasprit Bumrah, built around the tagline ‘Koi Bhi Sapna Hold Mat Karo, L&T Finance Gold Loan Karo’.
The campaign comprises three TVCs that use humour and everyday financial situations to highlight different use cases for gold loans. In the first film, Bumrah advises a farmer to use a gold loan to expand his livestock and increase his income. The second features a homemaker looking to purchase consumer durables, while the third follows a kirana store owner seeking funds to replenish inventory and expand his business.
The TVCs will launch during the India-Sri Lanka Test series beginning August 15, with L&T Finance serving as the co-presenting partner. The campaign will run across Sony TV Broadcast Network’s nine linear television channels, alongside on-ground activations.
The integrated campaign will cover key markets across eight states and one union territory through approximately 150 L&T Finance branches. As part of its experiential strategy, the company will deploy branded vehicles called ‘Sapno ki Sunehri Gaadi’ across high-footfall locations, alongside transit branding on buses and autorickshaws.
The campaign will also use street-level branding, including gold-themed park benches, while high-footfall branches will feature 360-degree branding. On the digital side, L&T Finance plans to use real-time shopping signals through promotional jingles at local shop checkout counters during live payment transactions.
The media strategy will combine high-reach video platforms with Tier 2 and Tier 3 vernacular channels, supported by regional creators who will bring financial situations to life in local languages.
“Today’s consumers are aspirational, yet increasingly value-conscious in how they approach credit. Gold Loans sit perfectly at this intersection- offering a safe and smart way to achieve the goals using an asset they already trust. India holds a vast amount of idle household gold; there is immense opportunity to turn these savings into active growth. With the ‘Koi Bhi Sapna Hold Mat Karo, L&T Finance Gold Loan Karo’ campaign, we want to showcase gold as a source of real financial utility that helps individuals move forward with confidence. We are confident this campaign will meaningfully resonate with audiences across the country, reinforcing our position as a trusted financial partner.” said Kavita Jagtiani, Chief Marketing Officer, LTF.
The campaign marks L&T Finance’s latest effort to build awareness around its gold loan offering through a mix of television, experiential, transit, digital and regional media.
