Celebrating the winning alliance of human dreams and finance

Breaking away from number-led narratives that dominate the financial services sector, Shriram Finance aims to strike an emotional chord with its target audience through its latest campaign, ‘Together We Soar/Judenge, Udenge’. The ad film combines the themes of financial inclusion, human aspirations, and collective efforts in a single, unified storyline.

Collaboratively developed by Shriram Finance, the creative advertising agency Leo Burnett, and the production house Ramesh Deo Productions, the campaign positions the brand as the catalyst of dream fulfillment rather than a mere lending institution. The campaign aims to show how the indomitable human spirit can magically overcome obstacles and achieve greatness when supported by timely credit assistance.

Ms Elizabeth Venkataraman, executive director of marketing at Shriram Finance verbalised this theme when she explained, “Our campaign highlights how we partner with customers from diverse backgrounds—be it small business owners, students, or aspiring entrepreneurs—and help them soar higher.”

A research-backed narrative

Prior to the campaign creation, Shriram Finance conducted extensive consumer research across its core product categories—gold loans, business loans, fixed deposits, and microfinance. The research  showed that while many individuals harbour immense aspirations and resilience, they face challenges in accessing financial credit, especially in rural areas, leaving them feeling underserved or constrained.

Ms Elizabeth Venkataraman, executive director – marketing, Shriram Finance

Commenting on the available opportunities that the campaign needed to focus on, Ms Venkataraman said, “MSME sector contributes nearly 30% to India’s GDP, employing millions. Microfinance plays a critical role in underserved regions. With Shriram Finance’s presence across semi-urban and rural markets, the opportunity to empower these segments is substantial.”

The research revealed that many potential entrepreneurs and small business owners found themselves constrained by limited access to finance. Fear of financial instability and lack of institutional confidence emerged as major psychological barriers for these target audiences. ‘Together We Soar’ was, therefore, seen as the right theme to aptly address the consumer pain points.

According to the creative advertising agency Leo Burnett, "the campaign’s narrative was inspired by the real-life stories of Shriram Finance’s customers, who embody the spirit of resilience and determination." Focusing on the transformative impact of credit, the message to be conveyed was, ‘So what if circumstances hold you back? We’ll find a way." In effect, the campaign's core message was that human dreams can be fulfilled through collaboration with the right lending partner.

Significance of ‘the wall’

At the heart of the campaign is the legendary cricketer, Rahul Dravid, in the role of the protagonist. Known as ‘the wall’ in the cricketing world, Dravid personifies the values of unwavering determination and dependability, besides his proven track record.

Throughout his cricketing career, Dravid chased the dream of winning the ICC Cricket World Cup for his team–first as a batsman and then as the team’s captain. His dream was fulfilled when he guided the Indian team to T20 World Cup victory in Barbados this year, as its mentor. The campaign skillfully weaves this real episode from Dravid’s sports career into the film’s narrative to subtly communicate how dreams can be brought to life through collaborative, collective efforts.

Abhinay Deo, founder and director, Ramesh Deo Productions

According to Abhinay Deo, founder and director, Ramesh Deo Productions, the firm that put the film together, integrating Rahul Dravid with aspirational stories was an impactful and meaningful idea. The firm built the narrative around the core theme of Shriram Finance being ‘every Indian’s silent partner in growth’, with Rahul Dravid embodying this thought process.

Staying faithful to the brand's theme of being a 'silent collaborator' that transforms people's lives, none of the characters—including the protagonist—utter a single word throughout the film. This approach also mirrors Rahul Dravid's on-field persona, where he let his bat do all the talking.

“Rahul Dravid embodies the values of trust, consistency, and humility, which align seamlessly with Shriram Finance’s core ethos. His universal appeal transcends geographies and demographics, resonating equally with urban and rural audiences,” said Ms Venkataraman of Shriram Finance.

Commenting on his experience of working with Dravid, Deo said, “Rahul Dravid is humble and loving, making him an absolute pleasure to work with. Although not a professional actor, his on-screen presence is effortless and exudes authenticity.”

A complex orchestration

Narrating the challenges involved in film production, Abhinay Deo of Ramesh Deo Productions recalled that his team shot over 1,000 junior artists for the stadium crowd in just three days while simultaneously adhering to Rahul Dravid’s tight schedule.

“The campaign involved multiple sets and the presence of a large number of people, making it a demanding yet rewarding experience for the entire crew. Managing multiple sets required swift transitions, extensive lighting arrangements, and seamless coordination across teams,” Deo said. Another challenging task for the crew was capturing the final top-shot. The scene involved over 30 setups and was filmed in just three hours, recalled Deo.

The message

By humanising the loans business and honouring the spirit of entrepreneurship, ‘Together We Soar/Judenge,Udenge’ campaign tries to emphasise the core idea of achieving grand success by collaborating with a trusted financial services partner.

Dubbed in multiple languages the campaign incorporates the voiceover of veteran actor Naseeruddin Shah and lyrics by renowned lyricists like Madhan Karky and KS Chandrabose. By roping in the gifted geniuses from art and literature, the campaign, thus, aims to create an affinity with the target audience.