Capri Global Capital (Capri Loans) has unveiled its latest brand campaign titled #TarrakiKeHaath, celebrating the hands that power India’s daily hustle.
With this emotionally resonant initiative, Capri Loans pays tribute to self-employed professionals like kirana shop owners, dhaba operators, taxi drivers, tailors, and carpenters, individuals whose unwavering efforts fuel Bharat’s economic engine but often go unrecognised.
Conceptualised by Rediffusion Brand Solutions, the campaign uses powerful visuals that focus on the hands of these workers as symbols of determination, dignity, and hope. The narrative is further enriched by the voice of acclaimed actor and Capri Loans’ brand ambassador, Pankaj Tripathi, whose grounded storytelling style adds authenticity and emotional depth.
“This campaign is our tribute to the real architects of India’s progress. Through #TarrakiKeHaath, we are not just offering financial products, we are empowering dreams and acknowledging the resilience of those at the grassroots. Pankaj Tripathi’s longstanding association with the brand enhances our connection with the audience,” said Nishant Gehlot, Head of Marketing, Capri Loans.
Echoing this vision, Pramod Sharma, National Creative Director, Rediffusion, noted, “The idea stemmed from everyday India, millions of workers who bear the marks of toil and dreams on their hands. Capri Loans gave us the canvas to tell these stories with depth and emotional honesty.”
Asheesh Malhotra, Executive Director, Rediffusion, added that the campaign’s strategic focus is to build Capri’s brand equity while reinforcing its positioning as a true enabler of growth in both urban and semi-urban markets.
The campaign is supported by a comprehensive 360-degree media rollout, combining high-reach platforms like television and print with targeted digital activation to maximize both visibility and engagement.
As Capri Loans continues to expand its network, currently spanning over 1,100 branches and servicing more than 7.2 lakh customer accounts, the campaign is expected to play a key role in deepening customer loyalty across its lending verticals, including MSME loans, gold loans, and affordable housing.
In line with its mission of financial inclusion, Capri Loans is also investing in technology, data science, and AI-enabled solutions to enhance credit accessibility for underserved communities. The company aims to ensure that no deserving hand striving for progress is left behind.
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