Capri Global Capital (Capri Loans), a leading non-banking financial company, has rolled out a new brand campaign titled #TarakkiKeHaath, paying tribute to the hands that drive India’s economic progress from the ground up.
The campaign spotlights everyday professionals, such as kirana store owners, taxi drivers, dhaba operators, tailors, and carpenters, whose tireless efforts often go unrecognized, yet form the backbone of Bharat’s growth story. More than just a brand initiative, the campaign reinforces Capri Loans’ mission to empower self-employed individuals and small businesses by improving grassroots access to credit.
Conceptualised by Rediffusion Brand Solutions, Mumbai, the campaign is being rolled out across multiple states with a focus on urban and semi-urban audiences. Through evocative visuals centered on working hands, the campaign symbolises resilience, ambition, and dignity. Actor Pankaj Tripathi, the brand’s ambassador, lends his voice and screen presence to the campaign, adding authenticity and emotional weight to its message.
“At Capri Loans, we don’t just finance livelihoods – we fuel aspirations. Capri Loans is committed to democratizing credit and bringing financial services to those who have long been underserved. #TarrakiKeHaath is a tribute to individuals whose contribution to the economy is vital yet often overlooked. This campaign reflects our brand’s ethos of inclusivity, access, and trust – values we live by in our journey to empower every Indian hand that dreams of growth. Pankaj Tripathi has been our brand ambassador for 3 years now, and his association not only lends more relatability to the narrative, but also strengthens brands that connect with our audience,” said Nishant Gehlot, Head Marketing, Capri Loans.
“The idea for #TarrakiKeHaath emerged from what we see around us every day- millions of Indians working with quiet dignity and extraordinary resilience. The creative expression focuses on their hands, which bear the mark of both toil and hope. Capri Loans’ vision to empower this segment gave us the perfect canvas to tell these stories with emotional truth and impact,” Pramod Sharma, National Creative Director, Rediffusion Brand Solutions, added.
“At Rediffusion, our strategy for #TarrakiKeHaath was rooted in creating an emotional connection with Capri Loans’ core audience- unsung professionals driving Bharat’s growth. By focusing on their hands, we symbolized both their resilience and aspirations. This campaign is designed to deepen Capri Loans’ brand equity, especially in urban and semi-urban markets, while reinforcing its commitment to democratizing credit. Through authentic storytelling and powerful visuals, we have positioned Capri Loans as a true enabler of growth and dreams for India’s hardworking individuals,” Asheesh Malhotra, Executive Director, Rediffusion Brand Solutions, added.
