MUMBAI: Capri Loans has launched a new brand campaign, Zaroorat mein aapke saath, positioning itself as a dependable financial partner during moments of urgent need.
The campaign features actor Pankaj Tripathi as brand ambassador and centres on everyday situations where individuals struggle to access timely financial support, despite having strong personal networks. The brand film presents Capri Loans as a reassuring presence in such moments, reinforcing its promise of standing by customers when it matters most.
Rolled out across television and digital platforms, the campaign is aimed at strengthening brand awareness and recall across the company’s core markets, while building long-term brand equity. It aligns with Capri Loans’ broader brand promise, farz nibhaatey hain.
“Access to capital should never become a barrier to aspiration or progress,” said Capri Loans head of marketing Nishant Gehlot. “This campaign reflects real-life experiences and reinforces our role as a trusted partner in times of need.”
The campaign highlights the lender’s key offerings across MSME loans, gold loans and home loans, underlining its focus on accessibility, reliability and long-term customer relationships.
Capri Loans, the retail lending arm of Capri Global Capital Limited, is a listed non-banking financial company with assets under management of over Rs 30,000 crore as of December 31, 2025.