Godrej Capital launches #IssLoanMeinLoadNahi

Godrej Capital, the financial services arm of the Godrej Group, launched its brand campaign, #IssLoanMeinLoadNahi. The campaign has been strategically planned around launching their business loans for MSMEs in 31 markets across India to enable access to credit for business owners to invest in their businesses' growth.

The campaign was developed in alignment with Godrej Group's commitment to nation-building through trust and Godrej Capital's unwavering commitment to fostering sustainable growth for MSMEs across key markets. #IssLoanMeinLoadNahi underlines that Godrej Capital's business loans are not a load, and businesses can leverage the core offerings of flexible repayment options, zero collaterals, and quick loan sanctions. The business loans come with an industry-first reward program that encourages timely repayments. The campaign starts with a fast-paced brand film that positions Godrej Capital as an enabler for growth. The campaign offers a fresh perspective on choosing the right financial partner for financial assistance to enable business growth and unburden financial constraints through seamless financing solutions.

Conceptualized by Creative Land Asia, the storyline narrates small business owners' hesitance to expand because they consider loans to be a load and expect stress related to the loan application process, loan approvals, and the massive repayment burden. Building on that narrative, the campaign #IssLoanMeinLoadNahi highlights Godrej Capital's ability to alleviate these concerns and drive business growth while simplifying the process for business owners. The storyline contextualizes Godrej Capital's flexible repayment options, quick loan sanctions, zero collateral, and exciting rewards on repayments that make business loans load-free. 

Elaborating on the campaign, Nalin Jain, Chief Marketing Officer of Godrej Capital, said, "This campaign is rooted in the idea that a loan should never feel like a burden. At Godrej Capital, we firmly believe that a loan should symbolize empowerment and growth. Our goal is to transform how loans are perceived and facilitate business expansion through our innovations, flexible payment options, and digital-first approach. We aim to become the lender of choice for MSMEs and help them grow their businesses to their potential." 

The campaign is tailored exclusively for micro, small, and medium-sized enterprises (MSMEs). It adopts a comprehensive 360° approach, encompassing social media and digital platforms, including Meta, Google, LinkedIn, and OTT platforms like Hotstar and Jio, Radio and OOH. 

Creative Land Asia said, "The idea was to communicate the brand message with an engaging visual. We wanted to differentiate Godrej Capital's flexible offering by personifying the feeling of being weighed down by an inflexible loan. Like always, everything boils down to the client team's conviction on backing an idea that's not predictable."

This strategic integration of a multi-channel marketing initiative ensures widespread awareness and impact, reaching the target audience across 31 markets which include Mumbai and Thane, Delhi NCR, Chennai, Hyderabad, Pune, Ahmedabad, Surat, Indore, Chandigarh, Jaipur, Bangalore, Aurangabad, Baroda, Coimbatore, Jodhpur, Ludhiana, Mangalore, Mysore, Nagpur, Salem, Udaipur, Vapi, Vijayawada, Vishakhapatnam, Alwar, Nashik, Jalandhar, Rajkot, Kanchipuram and Rangareddy.

Agency: Creativeland Asia
Production House: Creativeland Productions
Director: Kartik Ramnathkar