Piramal Finance has rolled out the latest films under its ongoing brand platform, ‘Hum Kaagaz Se Zyaada Neeyat Dekhte Hain,’ reinforcing its belief in the power of intent over paperwork. The new chapter expands the narrative with three fresh stories, capturing the ambition of small-town India-where progress is driven by commitment, not credentials.
Each film spotlights relatable characters:
- A mill owner eager to scale his business
- A father finally building his long-awaited home
- A bakery owner restarting after setbacks-with his daughter by his side
Across all narratives, one message stays constant:
“Neeyat se banaya hai, toh neeyat se badhoge bhi.”
The films paint a real picture of Bharat’s entrepreneurs and families-optimistic, hardworking and future-ready.
Arvind Iyer, CMO, Piramal Finance, says the campaign draws directly from real customer interactions at the brand’s branches, representing the aspirations they witness daily. The storytelling mirrors authenticity and empathy, reflecting the brand’s philosophy of support rather than scrutiny.
Created by The Womb and directed by Hemant Bhandari, the execution maintains the campaign’s existing emotional tone-subtle, grounded, and deeply human. Suyash Khabya, CCO at The Womb, highlights that the challenge was evolving the platform while preserving its heart-empowering stories rooted in everyday India.
With this continuation, Piramal Finance further strengthens its position as a brand built on trust, intent, and meaningful progress-speaking to a Bharat that dreams big and moves forward with determination.
