SMFG India Credit has launched its new brand anthem film, ‘Chal Pado, Aage Badho’, designed to celebrate progress, partnership and shared purpose across the organisation. Set within the company’s workplace environment, the high-energy film frames growth as a function of collective effort and reinforces its philosophy of becoming SARVOTTAM – Rise to be the best.
Built around the spirit of ‘Pragati’, the narrative brings together employees across functions and hierarchies, from teams on the office floor to senior leadership in the boardroom. The visual storytelling emphasises alignment, collaboration and a unified vision for growth. By showcasing cross-functional participation, the campaign positions progress not as an individual pursuit but as a coordinated organisational movement.
The anthem serves as a cultural articulation of the company’s internal identity. Rather than focusing on products or services, the film foregrounds people and purpose. From frontline teams to leadership, and from new joiners to mentors, the creative approach underscores inclusivity and shared ambition. The repeated refrain ‘Badhe Chalo’ becomes a thematic device to signal continuity, resilience and forward motion.
Ravi Narayanan, md and ceo, SMFG India Credit, said, “This composition is much more than a melody; it is the very heartbeat of our organizational philosophy. In it resides a little bit of the heart and soul of each one of my colleagues across the length and breadth of Bharat. It serves as a powerful reminder of our shared mission to constantly rise to be the best - to be ‘Sarvottam.’ The stirring refrain, "Badhe Chalo," beautifully captures our collective resolve to keep walking ahead, innovating, and growing. It reflects the unwavering commitment of our entire organization as we journey toward becoming an institution — the absolute benchmark of excellence.”
The film also functions as a signal of scale and operational momentum. According to Narayanan, the anthem reflects the organisation’s expanding footprint across nearly 1,000 branches and the scaling of its portfolio. By embedding these milestones within a cultural narrative rather than a corporate presentation, the campaign links business growth with employee alignment.
“Our anthem reflects our deepening presence across nearly 1,000 branches, the scaling of our portfolio, and the progress at SMFG India Credit. This growth story is the result of our teams moving in alignment. Over the past year, we have strengthened our foundation, sharpened execution, and built momentum across markets. The nationwide production journey was a spectacular feat of unity. Filmed across the country, every frame radiates the boundless energy and discipline of our people, which enable us to grow responsibly while expanding access to credit across India,” Narayanan added.
The brand anthem operates as both an internal engagement tool and an external brand signal. By focusing on culture, belief and shared ambition, SMFG India Credit reinforces employer branding while aligning its workforce behind a common narrative of progress. The nationwide production approach further underlines its geographic reach and operational cohesion.
In positioning ‘Chal Pado, Aage Badho’ as a cultural marker rather than a one-off communication, SMFG India Credit integrates brand philosophy with organisational storytelling, anchoring its growth journey in collective momentum and the pursuit of SARVOTTAM.
