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.
MAM
Ameya Velankar steps down as Uber’s head of marketing for India & South Asia
Veteran marketer exits after more than seven years with the ride-hailing giant.
MUMBAI: After more than seven years of steering Uber through the bumpy roads of India’s mobility market, Ameya Velankar has decided to change lanes. Ameya Velankar has stepped down as Head of Marketing for India and South Asia, marking the end of a significant chapter at the ride-hailing company. He had been with Uber since 2019, taking on multiple roles in product and category marketing before rising to lead the marketing function for the region in 2021.
During his tenure, Velankar played a key role in strengthening Uber’s positioning in one of its most competitive and dynamic markets. He helped drive localised marketing strategies and scale adoption across key offerings such as Auto, Moto, Rentals and Intercity, tailoring global platforms to Indian consumer needs.
Prior to joining Uber, Velankar built his marketing expertise at leading consumer companies including SC Johnson and Marico, where he handled category and product leadership roles. His career began at RPG Enterprises.
Details of his next professional move have not been disclosed.
In a fast-evolving mobility landscape where brands constantly battle for attention, Ameya Velankar helped Uber stay relevant and resonant with millions of Indian users. As he moves on from the driver’s seat of marketing, the company will now look for fresh ideas to keep its wheels turning smoothly.
