L&T Finance has launched a new gold loan campaign featuring Jasprit Bumrah, aiming to promote gold as a viable source of funding for households, traders, and farmers through targeted advertising and strategic sponsorship during the India versus Sri Lanka Test series.
L&T Finance has rolled out a new gold loan campaign fronted by brand ambassador Jasprit Bumrah, using three television commercials to position pledged gold as a practical source of funding for households, small traders and farmers. The campaign carries the line “Koi Bhi Sapna Hold Mat Karo, L&T Finance Gold Loan Karo” and is designed to increase awareness of the lender’s gold loan business while presenting the product as a way to turn idle household gold into working capital.
The commercials will run alongside the India versus Sri Lanka Test series from August 15 on Sony TV’s broadcast network, according to the company and reporting by The Hindu BusinessLine. L&T Finance is also using the sponsorship around the series to push the campaign across on-ground and television channels, extending the message beyond conventional advertising.
The company says the creative approach is built around everyday financial needs. In one film, Bumrah helps a farmer look at a gold loan to expand livestock. In another, he nudges a homemaker to stop postponing a purchase of household goods, while a third shows a kirana store owner using credit to replenish stock and grow the business. L&T Finance said the wider marketing push will span selected markets across eight states and one union territory, supported by branch branding, transit media, branded vehicles and local-language digital promotion.
At the same time, the lender is leaning on gold finance as a growth area within its broader retail strategy. Raju Dodti, the company’s chief operating officer and whole-time director, said gold finance is one of the main drivers of its growth plan and pointed to rapid portfolio expansion, while Kavita Jagtiani, chief marketing officer, said the campaign aims to reflect the way consumers now look for credit that is both aspirational and cautious. L&T Finance said it wants the message to resonate in smaller towns and local markets, where gold remains an important household asset.
Disclaimer: This article is intended to inform and educate, not to recommend or endorse any financial product, investment or strategy. Please consider your own financial circumstances and seek professional advice where appropriate before making financial decisions.
