Jio Credit Limited (JCL), the lending arm of Jio Financial Services Limited, has rolled out a new brand campaign titled #HarBadeSapneKePeeche, highlighting how accessible and digital-first credit solutions are helping fuel the aspirations of modern India. The campaign celebrates everyday dreams that drive progress, positioning JCL as an enabler of personal and professional growth.

Video: https://www.youtube.com/watch?v=61a6R0IAalc

Central to the initiative is an AI-powered brand film that weaves together stories of ambition brought to life through timely access to credit. The film features relatable moments such as a family stepping into their first home, a young entrepreneur opening her own bakery, and a sibling supporting international education. The campaign is being amplified across digital platforms, social media, print, radio and outdoor media to ensure wide reach.

JCL emphasises a customer-first approach by offering quick, flexible and affordable access to capital across a broad portfolio. Its lending solutions include home loans, loans against property, loans against securities and corporate lending, available through multiple touchpoints such as its website, the JioFinance app and partner channels.

The use of artificial intelligence in the campaign reflects JCL’s technology-led operating model. The company offers an end-to-end digital customer journey, covering onboarding, verification, credit assessment and servicing. Features such as real-time customer checks, data-driven approvals and rapid disbursements are supported by an AI-powered customer service bot that uses natural language processing and generative AI.

Commenting on the launch, Kusal Roy, managing director and CEO, Jio Credit Limited, said the company remains focused on democratising access to credit through continuous innovation. He added that AI-driven solutions are central to building a more efficient, seamless and empowering lending ecosystem for customers.