Capri Global Capital, operating under the brand Capri Loans, has unveiled a new brand campaign titled ‘Zaroorat Mein Aapke Saath’, featuring actor Pankaj Tripathi. Rooted in everyday realities, the campaign highlights moments when individuals face urgent financial needs and struggle to access timely support-even with personal networks around them.
The brand film draws from relatable, slice-of-life situations where immediate financial assistance becomes critical. Through simple yet emotionally grounded storytelling, the narrative positions Capri Loans as a dependable presence during these moments of uncertainty. Pankaj Tripathi’s understated and trustworthy screen persona adds authenticity to the message, reinforcing the brand’s promise of reliability and reassurance.
Rather than dramatizing financial distress, the campaign focuses on empathy-acknowledging how urgency often leaves people with limited options. Capri Loans is portrayed not merely as a lender, but as a long-term partner that steps in when it matters most. This aligns closely with the brand’s belief that access to capital should enable aspirations, not delay them.
From a marketing perspective, the campaign strengthens Capri Loans’ positioning around trust, consistency, and customer-centricity. By using familiar scenarios and a widely respected spokesperson, the brand bridges emotional connection with functional relevance. The film also subtly showcases Capri Loans’ diverse lending portfolio, including MSME loans, gold loans, and home loans-reinforcing its role across multiple life and business needs.
The campaign is being rolled out across television and digital platforms, aiming to build awareness in key markets while deepening brand recall. As Capri Loans continues to expand its footprint, ‘Zaroorat Mein Aapke Saath’ reinforces a simple yet powerful idea: when urgency strikes, support should never be out of reach.
