Ratnaafin, a non-banking financial company (NBFC) providing financial solutions to MSMEs and small business owners, has launched its first television commercial (TVC) as part of a new campaign titled 'Ratnaafin Hai Toh Possible Hai.' The campaign highlights the role of small business owners in the Indian economy and Ratnaafin’s involvement in supporting their growth.
The film, developed by creative agency Saatchi & Saatchi India, presents the stories of four entrepreneurs—a printing press operator, a Kirana shopkeeper, a home-based achaar business owner, and a boutique operator. The narrative follows their efforts to scale their businesses, navigate challenges, and access financial support to meet their goals.
Ratnaafin offers products including business loans, solar financing, working capital, supply chain finance, and micro loans against property. To date, the company has served over 25,000 customers across 35 branches in India.
The film positions Ratnaafin as a financial partner to MSMEs, aiming to address not just credit needs, but the broader entrepreneurial journey.
Malav Desai, Managing Director & CEO, Ratnaafin, said, "This campaign reflects our core belief – that with the right partner, even the boldest dreams are achievable. ‘Ratnaafin Hai Toh Possible Hai’ goes beyond transactional finance to celebrate the spirit of India’s business owners. At its core, this is about trust, support, and enabling the backbone of our economy – our MSMEs."
Sunay Jain, Head – Marketing and Digital Business at Ratnaafin, added, "Businesses are more than balance sheets. At Ratnaafin, we look deeper—into the midnight oil burned, the risks taken, and the perseverance that MSME owners show every single day. While others may look at paperwork, we see passion. We believe your work speaks louder than your name. That’s the kind of business we back. Because when your kaam is strong, your name builds itself."
Ratnaafin holds a CRISIL A+ rating and operates with a focus on financial discipline. The campaign is running across digital platforms, social media, and regional television networks.
Rohit Malkani, CCO, Saatchi & Saatchi India, said, “Jo pai pai se shuru kiya, wo business badhta jayega’ reflects the heart of the film. It’s a message from one business owner to another. It’s not about struggle or success. It’s about belief. Belief that if you keep building and showing up every day, what starts small will grow. That’s the feeling we wanted to leave people with.”
