Shriram Finance launches a Multimedia campaign to announce merger

Shriram Finance a brand born out of the merger of two large non-banking financial companies (NBFC), Shriram Transport Finance Company and Shriram City Union Finance launched the new brand campaign with one vision of serving a billion dreams. The 2 companies have worked over the last few decades to financially support the underserved and credit-starved Indians. To mark this occasion, Shriram Finance has launched a brand campaign dedicated to their focus on financially supporting the business aspirations of billions of Indians to achieve a good life through self-employment and small businesses.

To communicate this merger, its size, scale and impact, Shriram Finance has launched a Nationwide Multi-media brand campaign in Newspapers and digital media, on Television and social media. The objective is to highlight Shriram Finance’s intent and customer-centricity to its various stakeholders and Customers.

The essence of the campaign is the bond “Shriram Finance” shares with each of their customers especially in semi-urban and rural India, being part of their journey as a financial catalyst, enabling them to achieve the good life.

Television Commercial

With the call to “Shriram keSaathAageyBadhna” the new television ad is set to an energetic rap-based jingle which captures the energy and mood of fast-growing Bharat. It shows a gamut of Shriram-relevant activity across the country and a wide cross-section of our audiences in a realistic yet charming manner and how Shriram is financially enabling them. As a creative hook, the film is anchored by a rapper duo to keep the viewer engaged. The tone and feel are vibrant, optimistic, celebratory and new age. The TVC is directed by the acclaimed Santosh Sivan. The commercial will be telecast on all leading News Channels – Regional, English and Business.

 Commenting on the brand launch campaign, Diana Monteiro, DVP – Marketing & Corporate Communications, Shriram Finance said, “Customers of rural and semi-urban India have been empowered financially by Shriram for over four decades and the rebranding exercise is to introduce the merged entity of Shriram Finance which will continue to serve our 6.7  million customers across India with new vigor. The print, TV commercial and customer success stories all are woven around our mission of keeping the customer first even as we have grown to be India’s largest retail NBFC.”  

Print and Digital

Establishes the credentials of the new merged identity as India’s No. 1 Retail NBFC and underscores the intent to serve the widest possible customer base reliably and deeply, with the bouquet of financial products and services.

Social Sharing

Shriram Stories of Prosperity - a series of videos that showcase the trust and esteem Shriram’s customers have for the brand. These heart-warming stories not only celebrate the success of Shriram’s customers but also highlight Shriram’s commitment to going that extra mile to help when its customers need it the most. These videos are being shared organically across the group and its customer base to communicate the transformational impact the company has brought about throughout the years.

 Shriram Finance extends a host of financial products and services to its customers providing vital hassle-free credit across commercial vehicles, small business enterprises, 2-wheeler, passenger vehicles, home loans, personal loans, gold loans and fixed deposits. 

The mergerof Shriram Transport Finance Company Limited, and Shriram City Union Finance Limited will create India’s No.1 Retail NBFC and financial supermarket – Shriram Finance Limited. This merger will further augment Shriram Finance’s presence in terms of branch network (3600 + Offices) and staff (57000+). It will also enhance its product and services portfolio, to offer 36+ products in all to serve the varied needs of its customers and become a one-stop-shop for all their financial requirements. But most importantly this merger underscores Shriram’s deep commitment to handhold and partner with their customers on their journey towards prosperity.