Piramal Capital & Housing Finance Limited, a wholly-owned subsidiary of Piramal Enterprises Ltd (PEL), has launched the second phase of its campaign "Hum Kaagaz Se Zyada Neeyat Dekhte Hai." This initiative seeks to empower underserved customers in Bharat by enhancing access to formal credit.
Building on insights from the initial campaign, the new phase celebrates the entrepreneurial spirit of customers, highlighting Piramal Finance's scalable model to serve unserved segments of Bharat. The campaign features relatable stories of two individuals—a rickshaw driver and a sugarcane juice vendor—who embody entrepreneurship, integrity, and progress. In the video, the rickshaw driver pauses his meter at a gas station to avoid charging his customer while they refuel, while the sugarcane juice vendor offers generous servings without diluting them with ice, showcasing their good intentions.
With the tagline “Aaiye Baat Karte Hain,” the campaign invites underserved customers to connect with Piramal Finance and explore their financial options without hesitation.
Jairam Sridharan, Managing Director, Piramal Capital & Housing Finance Ltd, stated, “The second phase of our campaign reflects our unwavering commitment to serve the underserved and unserved segments, focusing on individuals who demonstrate clear intent and potential. The response to our inaugural campaign was phenomenal, evident in our consistent growth. This new initiative takes our efforts a step further in the customer journey, addressing the unique challenges faced by those who perceive themselves as credit unworthy.”
Arvind Iyer, Head of Marketing at Piramal Finance, commented, “‘Aaiye Baat Karte Hain’ is an open gesture inviting customers advancing in their lives to discuss their financial aspirations with us. This new campaign represents the next phase in the evolution of Piramal Finance’s brand promise of 'Hum Kaagaz Se Zyada Neeyat Dekhte Hai.' We remain committed as a lender to creating a more inclusive financial ecosystem for underserved individuals across India.”
Kawal Shoor, Planner and Founding Partner of The Womb, added, “Achchi Neeyat was a clarion call we conceived for Piramal Finance last year. Early success and research showed that, in Piramal Finance, the underserved now saw someone who really was for them. Now was the time to extend a hand further and actively invite them in with ‘Aaiye Baat Karte Hain’.”
The campaign will be promoted across TV, social media, digital news publishers, and the company’s digital assets and branches.
Piramal Finance has rapidly expanded its presence across India, operating in over 500 branches. With 80% of its business coming from metro-adjacent areas and Tier 2 and Tier 3 markets, the company serves over 4 million customers across 13,000 pin codes. Its multi-product retail lending platform includes home loans, small business loans, and unsecured loans, driven by a commitment to addressing the needs of underserved markets through both traditional and microfinance branches.
