L&T Finance has launched a new advertising campaign featuring cricketer Jasprit Bumrah to promote its gold loans, aiming to capitalise on rural demand and expand its retail network through regional, digital, and innovative marketing strategies amid robust growth in its gold loan portfolio.
L&T Finance has rolled out a new gold loan advertising push fronted by brand ambassador Jasprit Bumrah, aiming to position the product as a practical way for households and small businesses to turn idle jewellery into working capital. The campaign uses the line “Koi Bhi Sapna Hold Mat Karo, L&T Finance Gold Loan Karo” and centres on three television commercials built around everyday financial pressures. According to the company, the films show Bumrah stepping in as a problem-solver for a farmer, a homemaker and a kirana store owner.
The launch comes as L&T Finance continues to widen its retail lending mix and deepen its gold finance push. In a recent update, the company said its gold loan book grew 182% year-on-year to ₹3,829 crore in the quarter ended June 2026, from ₹1,360 crore a year earlier, supported by 343 active gold finance branches. Chief operating officer Raju Dodti said the lender plans to expand that network to more than 800 branches in the current financial year as part of its Lakshya 2031 strategy, which aims to make the business risk-first, technology-first and AI-native. Separately, market reports have said the company expects gold loan growth of about 25% in the second quarter of fiscal 2026-27, reflecting stronger rural demand and a move towards a portfolio that is more than 95% retail.
The marketing effort will span key markets in eight states and one union territory, reaching customers through about 150 branches. L&T Finance is also using branded vehicles, transit advertising on buses and autorickshaws, street furniture such as park benches and 360-degree branch branding to build visibility in smaller towns and semi-urban areas. The company said it will add local language creators and regional video channels to reach Tier 2 and Tier 3 audiences, while also using promotional jingles linked to checkout payments in local shops.
The latest gold loan campaign follows a series of recent Bumrah-led product launches from the lender, including two-wheeler loan and business loan promotions. That broader pattern suggests L&T Finance is using the cricketer’s recognition to create a consistent brand voice across products while pairing it with faster, more digital lending processes. The company has also said it is using artificial intelligence and data tools more aggressively across its retail lending business, including for customer targeting and credit assessment.
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