Capri Loans Launches #TarrakiKeHaath Campaign Honouring India’s Unsung Workforce – Indian PSU

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.