Capri Loans Launches #TarrakiKeHaath Campaign Honouring India’s Unsung Workforce
Actor Pankaj Tripathi narrates moving tribute to the hands driving Bharat’s daily progress
Capri Global Capital Ltd (Capri Loans) has unveiled its latest brand campaign #TarrakiKeHaath, celebrating the hardworking hands behind India’s everyday economy. Narrated by acclaimed actor Pankaj Tripathi, the campaign honors professions often overlooked — from kirana shop owners and tailors to taxi drivers and dhaba operators — whose dedication fuels the nation’s growth.
Conceptualized by Rediffusion Brand Solutions, the campaign uses evocative visuals and storytelling to spotlight the hands of these individuals — symbols of aspiration, resilience, and dignity. It also highlights Capri Loans’ mission of democratizing credit and empowering self-employed Indians and small businesses, especially in urban and semi-urban regions.
Nishant Gehlot, Head of Marketing at Capri Loans, stated, “At Capri Loans, we don’t just finance livelihoods — we fuel aspirations.” The campaign is being rolled out across television, print, and digital platforms, supported by a robust 360-degree media plan.
With a growing presence across 1,100+ branches and over 7.2 lakh customer accounts, Capri Loans is also integrating AI and data science into its services, reinforcing its commitment to inclusive, technology-driven financial empowerment.
