Piramal Finance is intensifying its focus on localised digital initiatives and AI-driven strategies, leveraging cricket to connect with diverse Indian audiences and enhance customer experience amid evolving consumer expectations.
Piramal Finance is leaning harder into localised digital marketing as it tries to stay relevant to borrowers whose expectations are being shaped by the broader consumer internet. In an interview with Medianews4u.com, Arvind Iyer, the company’s chief marketing officer, said people now judge financial services against the speed and convenience they experience in food delivery, banking apps and customer support elsewhere. He said the lender’s response is to combine simpler digital journeys with stronger local presence, arguing that scale and consistency only matter if communication still feels relevant at branch level. Piramal Finance says it operates 701 branches across India and serves more than 5 million customers.
That thinking sits behind a cricket-season campaign built around hyperlocal execution. According to the company and trade coverage in Campaign India, the effort uses the surge in mobile and YouTube viewing around cricket to push branch-level visibility through more than 1,000 short films, each adapted for a specific location, language and local context. Piramal Finance said the work was produced through a hybrid model that combined a traditional shoot with AI-based localisation and synchronisation, allowing it to scale quickly while keeping the brand message consistent.
The campaign also reflects a broader shift in how Piramal Finance says it is using data and technology. Iyer told Medianews4u.com that analytics helps the company spot patterns earlier, but not replace judgement about the circumstances behind a customer’s behaviour. That approach matches other recent reporting on the lender’s technology push. Mint said earlier this year that Piramal Finance has been building in-house AI capabilities with a team of more than 500 software and AI engineers, while TechCircle reported in January that the company is embedding AI deeper into lending decisions, including underwriting and risk models.
Even so, Iyer said the company does not see AI as a substitute for human understanding. He described the lender’s Neeyat brand platform as a way of recognising intent rather than relying only on paperwork, and said the same idea should guide future campaigns, customer journeys and service design. He also pointed to cricket as a rare medium that can unite audiences across regions, but only becomes valuable for the brand when that scale is made to feel local. Piramal Finance says the same principle will shape catchment marketing, vernacular communication and branch visibility in 2026, alongside greater attention to customer education on cyber fraud and financial awareness.
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