L&T Finance has launched a three-film campaign for its gold loan offering, featuring brand ambassador Jasprit Bumrah, under the tagline “Koi Bhi Sapna Hold Mat Karo, L&T Finance Gold Loan Karo.”
The films centre on everyday financial needs: Bumrah advises a farmer to expand his livestock, a homemaker looking to buy consumer durables, and a kirana store owner seeking funds to replenish inventory, all through gold loans.
The commercials debut during the India-Sri Lanka Test series starting August 15, with L&T Finance as co-presenting partner, airing across Sony TV’s nine linear channels alongside on-ground match-day promotions.
Kavita Jagtiani, CMO at LTF, said gold loans sit at the intersection of aspiration and value-conscious credit, offering consumers a trusted way to fund goals using an asset they already own, and noted India’s vast idle household gold presents a major growth opportunity.
The campaign spans eight states and one union territory across roughly 150 branches, backed by branded vehicles (“Sapno ki Sunehri Gaadi”), transit media, street furniture and branch branding. Digital efforts include checkout-counter jingles, video platforms, regional creators and vernacular media targeting Tier 2 and Tier 3 markets.
