L&T Finance Launches Gold Loan Campaign With Jasprit Bumrah
L&T Finance launches a gold loan campaign with Jasprit Bumrah, targeting household aspirations and small business growth.
SociapaHQ
L&T Finance Ltd. (LTF) has rolled out a new gold loan campaign featuring brand ambassador Jasprit Bumrah and the tagline, ‘Koi Bhi Sapna Hold Mat Karo, L&T Finance Gold Loan Karo.’
The campaign consisting of three TV commercials is aimed at creating awareness of LTF’s Gold Loan products and inspiring individuals, households and micro entrepreneurs to unlock the value of idle gold to fund their aspirations and business needs.
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Check out the campaign here:
Three Films, One Message:
The campaign has three fun films, using humour to portray everyday financial aspirations, with Bumrah coming across as a trusted problem solver.
In the first film, Bumrah advises a farmer to take a gold loan to increase the number of livestock and income. The second is of a homemaker, whom he pleads to stop deferring her ambitions, and take a gold loan to buy consumer durables. In the third, he advises a kirana store owner to grow his business by stocking up his inventory.
The TVCs will be launched during the India-Sri Lanka Test series starting August 15, 2026, with LTF as the co-presenting partner. The campaign will be amplified thru on-ground and television channels with commercials airing across Sony TV Broadcast Network’s nine linear TV channels.
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Campaign Targets Tier 2 And Tier 3 Markets:
LTF has conducted a unified marketing campaign in 8 states and 1 Union Territory reaching the consumers thru about 150 branches.
As part of its experiential strategy, the company is deploying branded vehicles called ‘Sapno ki Sunehri Gaadi’ across high footfall locations along with transit branding on buses and autorickshaws.
The campaign will also feature street props such as branded park benches and 360-degree branding at selected high-footfall branches.
LTF is going digital and reaching local markets by harnessing real-time shopping signals: playing custom promotional jingles at checkout counters in local stores when people make live payments. The media strategy also comprises high-reach video platforms, Tier 2 and Tier 3 vernacular channels and regional creators.
“The campaign is about positioning gold as a financial utility where consumers can take advantage of an asset they already trust to achieve their aspirations,” said Kavita Jagtiani, Chief Marketing Officer, LTF.
The campaign aims to enhance LTF's positioning as a financial partner and link its gold loan proposition to the daily aspirations of both urban and rural markets.
