Shriram Finance has launched ‘Shri Aarambh Loans’, a commercial vehicle-focused offering backed by a new integrated campaign conceptualised by Leo India.
Video Link: https://www.youtube.com/watch?v=jVhcgyA2A3c
Designed for truck drivers and small fleet owners, the proposition goes beyond vehicle financing to include allied services such as tyre, fuel, challan, insurance and repair support. The initiative aims to address the broader operational needs of India’s transport community.
At the heart of the campaign is a musical brand film built around the recurring line ‘Ghoomega Pahiya’, which serves as its central theme. The film captures the everyday realities and resilience of drivers and fleet operators, positioning the offering as an enabler of continuity and fresh beginnings. To maximise reach, the campaign has been adapted into eight languages – Hindi, Marathi, Gujarati, Bengali, Kannada, Malayalam, Telugu and Tamil.
The media rollout spans digital platforms including YouTube, Meta and ShareChat-Mauj, along with OTT platforms such as Sun NXT. The campaign is also being amplified across ecosystem platforms like TruckDekho and Paytm. Outdoor visibility has been secured across key transport corridors, including selected states, national highways, transport hubs and roadside eateries.
Elizabeth Venkataraman, executive director – Marketing, Shriram Finance, said the initiative reflects the company’s commitment to supporting truck drivers and small fleet owners beyond financing, helping them navigate challenges and sustain their businesses.
The campaign has been launched nationwide across multiple touchpoints.
