MAM
Capri Global Capital Ltd unveils the ‘Farz Nibhaatey Hain’ campaign
Mumbai: Capri Global Capital Ltd (CGCL), a diversified non-banking financial company, has launched the Farz Nibhaatey Hain brand campaign to reaffirm its commitment to credit inclusion. The relatable, emotional, and relevant omnichannel brand campaign reiterates its responsibility towards the unbanked borrowers of India.
Conceptualised by Rediffusion, the campaign showcases CGCL’s human value proposition while bringing alive its mission of inclusive growth. Brand ambassador and acclaimed actor Pankaj Tripathi will be the protagonist of the 2-films of the Farz Nibhaatey Hain campaign that features the company’s MSME loan and gold loan products. The integrated campaign will focus on reach, visibility, impact and will be rolled out across TV, OTT, and YouTube. The campaign will also include a digital media campaign and on-ground activations. The brand plans to amplify its reach through influencer-level activity on social media.
Sharing the rationale of the brand campaign, Capri Global CMO Basant Dhawan said, “Farz Nibhaatey Hain campaign not only reflects our strong business fundamentals, but, more importantly, it underscores our ability to build foundations of resilience that enable growth and inspire confidence among our customers. We strongly believe that it is our farz to uplift the society by creating enough opportunities and offering access to seamless credit to augment these opportunities. We have launched the campaign with multiple touchpoints and are confident that it will play a pivotal role driving our brand metrics.”
Rediffusion national creative director Pramod Sharma said, “From the moment we got the brief, we knew we had the opportunity to truly speak to the heart of the country. Understanding them, and the responsibilities that they take on in life, was the key to cracking this campaign. And once we had the stories that we wanted to tell; in Pankaj Tripathi, we had an actor who was able to breathe magic into each and every role. So that we could tell them ki jaise aap apna farz nibhaatey hain, Capri Loans aasani se loan deke apna farz nibhaatey hain.”
Rediffusion executive director Asheesh Malhotra added, “The majority of India isn’t deemed credit-worthy simply because they may not have relevant papers to show. But every day, they prove themselves more than worthy through every role they play in their lives. That is the truth we wanted to portray – human stories of character and hope. And how Capri Loans can help them get ahead in life by simply ensuring that they too get access to credit like the rest of India.”
Decoding Farz Nibhaatey hain
Today credit is not just a medium to fulfilling aspirations of individuals but a booster dose for their fiscal growth and make them self-reliant. A vast population in India is still unbanked, and commitment to offer credit to these borrowers for a fiscally sound future, forms a strong foundation for financial inclusion. Capri Global Capital Ltd has endeavored to be a vital cornerstone of the Indian financial ecosystem and is attempting to channelize credit facility to unbanked population across hinterlands of the country.
Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
