Ratnaafin has launched its inaugural television commercial titled ‘Ratnaafin Hai Toh Possible Hai’.
Conceptualised and produced by Saatchi & Saatchi India, in collaboration with ABND, a leading branding agency, showcases the daily challenges and triumphs of MSME entrepreneurs.
The campaign pays tribute to the resilience, passion and persistence of MSME entrepreneurs who form the backbone of the Indian economy.
The film follows the stories of four small business owners, a printing press operator, a kirana store owner, a home-based pickle maker, and a boutique proprietor, showcasing how their dreams take shape with dedication and the right financial support.
Through a compelling narrative, the TVC reflects the belief that entrepreneurial success stems from more than capital—it is built on relentless effort and the courage to keep moving forward. The central message, “Jo pai pai se shuru kiya, wo business badhta jayega,” underscores the journey of starting small and growing through consistent hard work.
Speaking about the campaign, Malav Desai, Managing Director and CEO, Ratnaafin, said the initiative reflects the company’s commitment to becoming a trusted partner in the journey of every MSME entrepreneur. He emphasized that when small business owners have a reliable financial ally, even the boldest dreams become possible.
Sunay Jain, Head of Marketing and Digital Business, added that Ratnaafin goes beyond traditional credit evaluations to understand the passion, risk, and determination that drive these entrepreneurs.
The TVC, he said, is a tribute to that invisible hustle. Rohit Malkani, Chief Creative Officer at Saatchi & Saatchi India, highlighted that the story is not about struggle or success but about belief, the belief that consistent effort, day after day, creates long-term value.
With a network of 35 branches and a growing base of over 25,000 MSMEs, Ratnaafin offers a wide range of products, including business loans, solar financing, supply chain finance, working capital loans, and micro loans against property.
The campaign rollout marks the company’s first nationwide brand-building initiative, reaching audiences across digital platforms, social media, and regional television. Through this heartfelt and powerful TVC, Ratnaafin aims to redefine how financial institutions connect with India’s entrepreneurial spirit—not just as lenders, but as partners in progress.
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