L&T Finance Ltd. (LTF), one of the leading retail financiers in the country, introduced three new TV commercials (TVC) with the tagline, ‘Koi Bhi Sapna Hold Mat Karo, L&T Finance Gold Loan Karo,’ featuring its brand ambassador, Jasprit Bumrah. Through this campaign, LTF will drive awareness for its Gold Loan offerings and empower individuals, micro-entrepreneurs, and households to unlock the value of their idle gold to fuel their growth, aspirations, and dreams.
The TVC will be launched during the upcoming India vs Sri Lanka test series to be held from August 15, 2026 onwards. As the ‘Co-presenting’ partner for the series, LTF will be amplifying the campaign across on-ground and TV channels during the matches. The TVC will be aired on Sony TV Broadcast Network across its nine Linear TV channels.
The newly launched commercials are a light-hearted three-film series, effortlessly blending humour with the realities of modern financial aspirations. Cricketer Jasprit Bumrah features as a trusted problem solver. In the first film, he advises a struggling farmer to leverage a gold loan and expand his livestock to boost his income. In the second scenario, he encourages a nosy homemaker to stop putting her dreams on hold and use Gold Loan to bring home the consumer durables she has always wished for. And, in the third film, he guides a Kirana store owner to restock his depleting inventory and scale up operations.
Kavita Jagtiani, Chief Marketing Officer at LTF, said, “Today’s consumers are aspirational, yet increasingly value-conscious in how they approach credit. Gold Loans sit perfectly at this intersection- offering a safe and smart way to achieve the goals using an asset they already trust. India holds a vast amount of idle household gold; there is immense opportunity to turn these savings into active growth. With the ‘Koi Bhi Sapna Hold Mat Karo, L&T Finance Gold Loan Karo’ campaign, we want to showcase gold as a source of real financial utility that helps individuals move forward with confidence. We are confident this campaign will meaningfully resonate with audiences across the country, reinforcing our position as a trusted financial partner.”
The Company has launched an integrated marketing campaign to cover key markets in eight states and a union territory, reaching consumers through approximately 150 branches of LTF. For its on-ground and experiential engagement, LTF is rolling out branded vehicles as the ‘Sapno ki Sunehri Gaadi’ across high-footfall areas to spark curiosity. This experiential branding creates a tangible touchpoint for rural audiences. Complementing this is the transit media branding across buses and autorickshaws, extending the brand’s footprint deep into local markets.
Taking the narrative to the streets, LTF also plans to deploy street props such as park benches as gold-branded canvases, creating hyperlocal visibility. LTF is also spotlighting high-footfall branches across all zones with immersive, 360-degree branding designed for maximum recall.
To boost its digital presence and reach local audiences, LTF is using real-time shopping signals by playing custom promotional jingles at checkout counters of local shops during live payment transactions. The overall media strategy blends high-reach video platforms with deep-rooted integration across Tier 2 and Tier 3 vernacular channels, enlisting regional creators to bring relatable, real-life financial moments to life in the languages audiences are most comfortable with.