Piramal Finance Launches New Campaign To Address Credit Needs Of Customers, Unveils New Logo

In addition, the company launched a new logo for the customer-facing brand 'Piramal Finance' for the lending business, and all branches across India would be branded with the new emblem.

 Jairam Sridharan, Managing Director, and Arvind Iyer, Head of Marketing, Piramal Capital & Housing Finance Limited, reveal the 'Piramal Finance' logo.

Piramal Capital & Housing Finance Limited on Thursday announced the launch of its first marketing campaign aimed at meeting the credit needs of Bharat's unserved and underserved segments. The clutter-breaking campaign, titled "Hum kagaz se zyaada neeyat dekhte hain," shows the brand's dedication to look beyond papers/documentation to determine the creditworthiness of its loan-seeking consumers.

In addition, the company launched a new logo for the customer-facing brand 'Piramal Finance' for the lending business, and all branches across India would be branded with the new emblem.

 Jairam Sridharan, Managing Director, and Arvind Iyer, Head of Marketing, Piramal Capital & Housing Finance Limited, reveal the 'Piramal Finance' logo, according to a press statement.

"The campaign underscores Piramal Finance's commitment to customer-centricity and aims to reach out to budget-conscious customers as well as medium and small businesses in Tier 2 and Tier 3 towns across Bharat. The campaign kicks off with two ad films that position Piramal Finance as a brand which focuses on underwriting customers as well as their integrity rather than just papers/documents," reads the statement.

Watch the films:

• Katori
• Lohar

The films, produced by Womb, depict the lives of two families that confront real-life barriers when attempting to get loans, and how Piramal Finance is committed to supporting such individuals and their families in their quest for happiness. Piramal Finance provides loans to consumers by not only checking the official credit history and papers/documents, but also appraising customers based on their intent and honesty, highlighting the distinct lending experience.

Speaking about the campaign, Arvind Iyer stated: “There are a lot of people in our country who are unserved and underserved and aren't deemed credit-worthy for a whole host of reasons, and they have to face many challenges even before they begin their loan journey. At Piramal Finance, we aim to innovate and develop flexible solutions to fulfil the credit needs of this customer segment and help them achieve their financial goals and aspirations."

During the launch, Jairam Stidharan said: "As we keep expanding deeper into Bharat, we remain focused on offering effective and distinct lending solutions to this large customer segment which is often overlooked by the larger financial ecosystem.  What we hope to do through the campaign and rebranding is to keep building on the strengths of a fresh and strong customer centric lending franchise. A complex demography like India requires simple, effective and impactful lending solutions that come with a deeper understanding of the consumer financing needs of the ecosystem."