Piramal Finance has rolled out a campaign that focuses on addressing the credit needs of India. Through this campaign, Piramal Finance aims to reach out to budget-conscious customers as well small businesses in tier 2 and tier 3 towns across India.
The campaign is titled 'hum kagaz se zyaada neeyat dekhte hain' (we look at intention more than papers) and consists of two films that have been conceptualised by The Womb. The films look at situations where traditionally a financial institution would look for papers before handing out loans. Piramal Finance looks to address this for those who wouldn't have the required papers, but the intention to repay the loans.
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."
He added, "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."
Shoor added, "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 spread across social and digital media, OTT networks, digital news publisher networks.