In our sector, trust and credentials are key: Shriram Finance’s Venkatraman
Subscribe to enjoy similar stories. Shriram Finance Ltd, one of India’s leading financial services companies, recently launched its first major brand campaign featuring cricket legend Rahul Dravid. In an exclusive conversation with Mint, Elizabeth Venkatraman, executive director, marketing, Shriram Finance, explained the thinking behind the campaign, the company’s brand-building priorities and how they navigate a market that demands both trust and seamless digital experiences.
From rallying behind a unifying sports metaphor to addressing the expectations of Gen Z customers, Venkatraman shared insights into Shriram Finance’s inclusive, customer-centric approach. Edited excerpts: While they both were very nice ads, they highlighted one aspect of Dravid’s personality at a time—his temperament or dependability. Our approach was different.
We focused on our strengths and the similarities we share with him. Our campaign shows all facets of his persona: resilience, strength in partnership, team spirit, determination and the ability to keep going. Also read | On a mission to change consumer behaviour, grow premium offerings: Colgate-Palmolive’s Prabha Narasimhan We also brought in a slice of his real life, and he was comfortable with that.
We set it in a stadium because it represents India in many ways. A stadium brings together people from all walks of life, uniting them for a shared purpose. That was the metaphor we aimed for, and since cricket, much like films, truly unites India, it seemed fitting to use this setting.
Our products cater to diverse consumer segments. For instance, commercial vehicle loans target truck drivers, while gold loans appeal to a different demographic. Fixed deposits attract savers and investors, and
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