L&T Finance (LTF), a retail finance company, has launched a new TV commercial called ‘Just Zoom Two-wheeler Loans’ featuring its brand ambassador, Jasprit Bumrah. The campaign’s tagline, Bumrah Ki Speed Par,, compares Bumrah’s speed and accuracy to LTF’s fast and easy two-wheeler loan process.
The TV commercial was launched during the Asia Cup 2025 to get the most attention. L&T Finance is the Associate Sponsor of the Asia Cup 2025, which is broadcast on Sony TV across 13 channels. The commercial highlights important features of LTF’s Two-wheeler Loans instant approval, high loan eligibility, and competitive EMIs starting at Rs. 2,199 per lakh according to the brand. This fast loan approval is powered by LTF’s Artificial Intelligence/Machine Learning-based credit risk system called Project Cyclops, which evaluates credit in real-time to ensure quick approvals and a smooth customer experience.
The TVC is set in a two-wheeler showroom where customer expresses doubt about the speed of the loan process. The narrative cleverly contrasts the customers and loan journey with a live cricket match featuring Jasprit Bumrah on a screen. As Bumrah begins his powerful run-up and delivers the ball, the LTF representative completes the entire digital loan application in parallel from document upload to final approval. The loan approval matches with the climactic moment Bumrah dismisses the batsman, visually reinforcing the campaign’s promise of speed and efficiency to life.
An Integrated Marketing Campaign (IMC) will run across 13 cities Ahmedabad, Bangalore, Bhubaneshwar, Chennai, Coimbatore, Cuttack, Hyderabad, Kolkata, Lucknow, Patna, Pune, Varanasi, and Guwahati using a mix of media to increase reach and impact.
This includes outdoor hoardings, airport branding in Mumbai, ads in inflight magazines, metro branding, a WhatsApp Bot for Two-wheeler loans, and social media ads for user engagement. The company will also launch an AI-powered Bowl like Bumrah contest where users can match Bumrah’s bowling style and speed to win prizes.
Additional initiatives include consumer promotions with Bumrah-signed gloves and an influencer campaign. The TV commercial will air on Sony Sports (English, Hindi, Tamil, and Malayalam), Sony PIX, Sony Max, and Sony Wah, including their HD channels.
Ms. Kavita Jagtiani, Chief Marketing Officer at LTF, said, “Our vision for this film was clear: sharp, direct, and maximum impact. It is a reflection of our Two-wheeler loan proposition itself. We strategically leveraged Bumrah’s image to showcase our commitment to delivering a swift loan process, ensuring our customers that their wait time will be as short and decisive as his run-up to the crease. Over and above this, we are also using artificial intelligence to create exciting and highly personalized customer experiences at every touchpoint with Bumrah.”
