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Capri Loans Launches #TarrakiKeHaath Campaign Honouring India’s Everyday Heroes

2025-06-17

Capri Global Capital Ltd (Capri Loans), a leading non-banking financial company, has unveiled its latest brand campaign, #TarrakiKeHaath, a powerful tribute to the everyday hands that build India — from kirana store owners and taxi drivers to dhaba workers, tailors, and carpenters.

Narrated by Capri Loans’ long-standing brand ambassador and acclaimed actor Pankaj Tripathi, the campaign celebrates the dignity, resilience, and aspirations of self-employed individuals and small business owners who form the backbone of Bharat’s economy. Conceptualized by Rediffusion Brand Solutions, the campaign captures the silent strength of working hands — the very symbols of progress, hope, and transformation.

“At Capri Loans, we don’t just finance livelihoods — we fuel aspirations,” said Nishant Gehlot, Head of Marketing, Capri Loans.

“#TarrakiKeHaath is our tribute to the unsung heroes whose efforts often go unrecognized, but whose impact on India’s growth is undeniable. Our goal is to democratize access to credit and empower every hardworking Indian. With Pankaj Tripathi’s relatable voice and persona, the campaign strikes an emotional chord with our audience.”

A Campaign Rooted in Authenticity and Purpose

The visuals focus on the hands of real people — roughened by work but strengthened by ambition. Pankaj Tripathi’s heartfelt narration adds emotional depth to the campaign’s message of inclusion, trust, and empowerment.

Pramod Sharma, National Creative Director, Rediffusion, shared:

“The concept of #TarrakiKeHaath was inspired by what we witness daily — millions of Indians striving for a better future with quiet determination. Their hands tell a story of effort and hope, and that became the creative anchor of this campaign.”

Asheesh Malhotra, Executive Director at Rediffusion, added:

“Our goal was to forge a deep emotional connect with Capri Loans’ core audience in urban and semi-urban India. Through strong visual storytelling and meaningful messaging, we’ve positioned Capri Loans as more than a lender — as a partner in progress.”

Strategic Rollout to Maximise Impact

Backed by a robust 360-degree media plan, the campaign will be deployed across television, print, digital, and on-ground activations in key urban and semi-urban markets. Digital platforms will be leveraged for precise targeting, while traditional media will ensure mass awareness and deeper reach.

Empowering Dreams with Responsible Credit

The campaign underlines Capri Loans’ mission to enable inclusive financial access across its key lending verticals — including MSME loans, gold loans, and affordable housing. With a growing national footprint of over 1,100 branches and more than 7.2 lakh active customers, the company is strengthening its position as a trusted financial partner for India’s underserved population.

Capri Loans is also investing in AI, data science, and next-gen technology to enhance credit accessibility, ensuring no deserving hand is left behind in India’s growth journey.