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
Stayfree launches campaign for night-time period protection
New film highlights how Secure Nights pad helps women sleep better during periods.
MUMBAI: Stayfree just turned period nights from restless to restful because when the pad works overtime, even your sleep gets a well-deserved promotion. Stayfree has unveiled a new digital campaign spotlighting the distinct needs of period nights compared with days. The film, conceptualised by DDB Mudra, shows how many women use the same pad day and night, leading to frequent wake-ups from leak worries, poor sleep and drowsy days that follow.
Research cited in the campaign reveals that nearly 67 per cent of women on their periods experience sleep deprivation on some nights due to discomfort and anxiety. The ad gently illustrates this cycle: a woman tosses, checks for stains, and drags through the next day fatigued.
The campaign promotes Stayfree Secure Nights, designed specifically for night-time use with NightLock Technology for superior absorption, 2 times better coverage, a wider back, and a soft feel. It promises up to 100 per cent leakage protection while sleeping, allowing uninterrupted rest so women wake up fresh.
Kenvue, vice president marketing and essential health business unit head Manoj Gadgil said, “Many women unknowingly compromise their sleep quality by using day pads at night. Poor period sleep doesn’t just affect the night; it can impact how women feel and function the next day. Stayfree Secure Nights addresses specific night-time needs with reliable protection.”
The campaign will run across Youtube, Meta and leading OTT platforms, encouraging women to recognise the day-night difference and switch to night-specific protection.
In a world where periods already demand enough stamina, Stayfree isn’t asking for extra effort, it’s quietly handing women the one upgrade that turns restless nights into recharged mornings, one peaceful sleep at a time.
