Storyboard conceptualised by Rediffusion Brand Solutions, Mumbai
Capri Global Capital Ltd (Capri Loans), a prominent non-banking financial company, has launched its latest brand campaign, #TarrakiKeHaath, celebrating the hands that build the nation – the everyday workers whose silent efforts power India’s growth. The campaign, created by Rediffusion Brand Solutions, features acclaimed actor and Capri Loans brand ambassador Pankaj Tripathi, bringing authenticity and emotional depth to the narrative.
The campaign is a heartfelt tribute to self-employed individuals and small business owners such as kirana shopkeepers, taxi drivers, dhaba owners, tailors, and carpenters – the unsung heroes who represent resilience, hard work, and aspiration. It reinforces Capri Loans’ core mission of providing accessible credit at the grassroots level, enabling financial independence and upward mobility.
An Emotional Narrative Rooted in Reality
The multi-state campaign builds on a visually symbolic narrative, focusing on the hands of hardworking Indians-hands that reflect both toil and hope. Rediffusion’s storyboard is a powerful visual device that connects emotionally with urban and semi-urban audiences, where Capri Loans continues to expand its reach.
Pankaj Tripathi, now associated with the brand for three years, lends his grounded presence to the film, strengthening the brand’s connect with audiences through relatable storytelling and sincere delivery.
Brand Voices Behind the Campaign
Nishant Gehlot, Head of Marketing, Capri Loans, shared:
“At Capri Loans, we don’t just finance livelihoods – we fuel aspirations. #TarrakiKeHaath is a tribute to the millions of everyday heroes whose contributions often go unrecognised but are vital to the economy. Our campaign reflects our brand ethos: inclusivity, accessibility, and trust. With Pankaj Tripathi bringing the message to life, we aim to deepen our emotional connect and empower every Indian hand that dares to dream.”
Pramod Sharma, National Creative Director, Rediffusion Brand Solutions, added:
“The campaign was inspired by what we see around us-millions working in quiet dignity. The focus on hands tells a powerful story of struggle and hope. Capri Loans’ vision of empowering this segment allowed us to create something emotionally authentic.”
Asheesh Malhotra, Executive Director, Rediffusion Brand Solutions, explained:
“Our strategy with #TarrakiKeHaath was to form a deep emotional bond with Capri Loans’ core audience. By spotlighting the hands of everyday workers, we highlighted their resilience and dreams. This is more than a campaign-it’s a positioning statement for Capri Loans as a true enabler of growth across India’s diverse and dynamic workforce.”
Strategic Rollout and Market Impact
The campaign will be rolled out through a 360-degree media strategy, leveraging high-visibility placements across digital and traditional platforms. It is designed to maximize reach in Capri Loans’ target markets, particularly urban and semi-urban regions.
As the company scales its operations, the campaign is expected to play a pivotal role in building brand equity and customer loyalty across key lending segments such as MSME loans, gold loans, and affordable housing finance.
