MUMBAI: When dreams are on hold, L&T Finance is asking consumers to put their gold to work. L&T Finance has launched a new gold loan campaign featuring cricketer Jasprit Bumrah, built around the tagline, ‘Koi Bhi Sapna Hold Mat Karo, L&T Finance Gold Loan Karo’.
The campaign includes three television commercials designed to raise awareness of L&T Finance’s gold loan offerings and show how households, individuals and small businesses can use idle gold to fund their aspirations.
The TVCs will go on air during the upcoming India vs Sri Lanka Test series, starting August 15. L&T Finance is the co-presenting partner for the series and plans to promote the campaign across television and on-ground touchpoints during the matches.
The commercials will be broadcast across nine linear television channels on the Sony TV Broadcast Network.
The three-film series uses humour to place gold loans in familiar, everyday situations, with Bumrah playing a trusted problem solver.
In the first film, he helps a farmer looking to expand his livestock business, suggesting that a gold loan can provide the funds needed to grow his income.
The second commercial features a homemaker who wants to buy consumer durables. Bumrah’s message is simple: don’t keep putting personal aspirations on hold when gold can be used to access finance.
The third film turns to a kirana store owner whose inventory is running low. Bumrah steps in with a similar solution, encouraging the retailer to replenish stock and expand the business.
The campaign therefore positions gold not simply as a traditional household asset, but as a potential source of finance for everyday needs and growth.
“Today’s consumers are aspirational, yet increasingly value-conscious in how they approach credit,” L&T Finance, chief marketing officer, Kavita Jagtiani said.
She said gold loans could offer consumers a way to meet financial goals using an asset they already trust, adding that the campaign aims to highlight the financial utility of household gold.
L&T Finance is taking the campaign into key markets across eight states and one union territory, with the initiative reaching consumers through around 150 branches.
The company is also taking a more literal approach to putting dreams on the move with branded vehicles called ‘Sapno ki Sunehri Gaadi’. The vehicles will travel through high-footfall areas, particularly to create visibility among rural audiences.
Transit media across buses and autorickshaws will extend the campaign into local markets, while street-level branding will use props such as park benches as gold-themed advertising spaces.
Selected high-footfall branches across L&T Finance’s network will also receive immersive 360-degree branding aimed at improving recall.
The campaign’s digital strategy is designed to go beyond broad-reach advertising and connect with consumers at the point of everyday commerce.
L&T Finance plans to use real-time shopping signals by playing customised promotional jingles at checkout counters in local shops during live payment transactions.
The company is also combining high-reach video platforms with Tier 2 and Tier 3 vernacular media, supported by regional creators who will bring financial scenarios to life in languages familiar to local audiences.
With Bumrah providing the star power and hyperlocal activations supplying the ground game, L&T Finance is betting that gold loans can move from a traditional financial product to a more relatable tool for funding growth, purchases and small-business ambitions.