Capri Loans Launches #TarrakiKeHaath Campaign to Empower Small Businesses

Capri Global Capital Ltd (Capri loans), a prominent non-banking financial company, has introduced its latest brand campaign, #TarrakiKeHaath, which translates to “Hands of Progress.” This initiative celebrates the tireless efforts of everyday professionals who significantly contribute to India’s growth story. The campaign highlights individuals such as kirana shop owners, taxi drivers, dhaba owners, tailors, and carpenters, reinforcing Capri Loans’ dedication to providing accessible credit and empowering self-employed individuals and small businesses across the nation.

Campaign Highlights Unsung Heroes

The #TarrakiKeHaath campaign aims to build long-term brand equity and foster a deeper emotional connection with audiences in both urban and semi-urban areas. The campaign’s narrative, developed by rediffusion Brand Solutions, Mumbai, features compelling visuals that focus on the hands of hardworking individuals, symbolizing their determination, dignity, and aspirations. The presence of brand ambassador and acclaimed actor Pankaj Tripathi adds authenticity, warmth, and emotional depth to the campaign’s message.

Did You Know? Micro, Small, and Medium Enterprises (MSMEs) contribute approximately 30% to India’s GDP and account for about 48% of the country’s exports, according to the ministry of Micro, Small & Medium Enterprises ^[1].

Capri Loans’ Commitment to Democratizing Credit

Nishant Gehlot,Head of Marketing at Capri Loans,stated,”At Capri Loans,we don’t just finance livelihoods – we fuel aspirations. Capri Loans is committed to democratizing credit and bringing financial services to those who have long been underserved. #TarrakiKeHaath is a tribute to individuals whose contribution to the economy is vital yet often overlooked. This campaign reflects our brand’s ethos of inclusivity,access,and trust.” Gehlot also noted that Pankaj Tripathi’s three-year association with the brand enhances relatability and strengthens the connection with their audience.

Creative Vision Behind #TarrakiKeHaath

Pramod Sharma, National Creative Director at Rediffusion Brand Solutions, explained, “The idea for #TarrakiKeHaath emerged from what we see around us every day-millions of Indians working with quiet dignity and unusual resilience. The creative expression focuses on their hands, which bear the mark of both toil and hope. Capri Loans’ vision to empower this segment gave us the perfect canvas to tell these stories with emotional truth and impact.”

Strategic Media Rollout

The campaign is supported by a comprehensive 360-degree media strategy, ensuring visibility in Capri Loans’ core markets through strategic placements across high-visibility mediums and key digital touchpoints. The media plan combines mass reach through television and print with targeted digital platforms to build sustained engagement and recall.

Pro Tip: Utilizing a multi-channel marketing approach, including both traditional and digital media, can significantly enhance campaign reach and effectiveness.

Expansion and Technological Investment

As Capri Loans expands its geographical footprint, the #TarrakiKeHaath campaign is set to play a crucial role in building a strong and loyal customer base across key lending verticals, including MSME Loans, gold loans, and affordable housing. The company is also investing in advanced technology, Data Science, and AI-enabled financial solutions