MAM
APL Apollo ropes Crayons Advertising to campaign its new product
MUMBAI: Crayons Advertising conceptualizes and produces a television campaign for APL Apollo, India’s largest manufacturers of steel pipes, to launch an innovative product – Apollo Chaukhat. The TV Commercial (TVC) features its Brand Ambassador Amitabh Bachchan in a fun-filled family setting.
APL Apollo’s chairman Sanjay Gupta, talking about their product, said: “We are looking at creating a new category that is steel door frames which will address environmental concerns as well as the economy.”
He further said that APL Apollo Chaukhat aims to replace wooden door frames, ensure longer product life at a much lower cost. The campaign has been launched through Television nationally.
The film packs in the right dose of humour and product information, delivered by Bollywood actor Amitabh Bachchan, said Crayons Advertising. “It conveys the ease and utility of steel door frame in a dramatized and lighter way.”
The Crayons Network president Ranjan Bargotra said, “This campaign is not just about creating awareness but also about creating a ‘Category’ and that’s why we are very excited about it. It feels great to be part of a Brand being built from scratch.”
Brands
Godrej Capital’s ‘Do se teen’ celebrates women scaling businesses
Aarohi loans cross Rs 1,000 crore AUM milestone for women entrepreneurs
MUMBAI: Godrej Capital has launched a new campaign, ‘Do se teen’, ahead of International Women’s Day, spotlighting India’s emerging women entrepreneurs and the families increasingly backing their ambitions.
The film centres on a woman entrepreneur preparing to expand her warehouse business from two outlets to three. A brief misunderstanding, when her mother-in-law mistakes the expansion for a pregnancy announcement, quickly turns into a moment of encouragement as the family supports her decision to sign a business loan and grow the venture on her own terms.
The campaign forms part of Aarohi Loans for Women, an initiative by Godrej Capital’s subsidiaries designed to expand access to credit for women borrowers. The programme removes a longstanding barrier in lending by allowing women to apply for loans without a mandatory male co-applicant, giving them greater financial autonomy.
“Across India, more women are stepping forward to build and scale their own businesses, but access to formal credit remains a challenge,” said Godrej Capital managing director and chief executive Manish Shah. “Through Aarohi, we aim to remove some of these barriers and make it easier for women to access capital and grow with confidence.”
Since its launch, the initiative has gained traction among women entrepreneurs. Loans worth Rs 1,890 crore have been disbursed under the programme, helping the portfolio cross the Rs 1,000 crore assets under management (AUM) milestone. The company is targeting roughly Rs 1,200 crore AUM by the end of the current financial year.
Beyond lending, the programme also focuses on strengthening the ecosystem for women-led businesses through financial literacy initiatives, training partnerships and community programmes aimed at building entrepreneurial capabilities.
As part of its outreach, the company recently opened an all-women branch in Pune to deepen engagement with women entrepreneurs and local business networks.
Godrej Capital says the campaign underscores a broader cultural shift: as families increasingly support women’s ambitions, and credit becomes easier to access, women-led enterprises are poised to expand their role in India’s small-business economy.
