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Shriram Finance:
Gold Loan Campaign
Communication Strategy
Our approach is centred on making the offering relatable and memorable by leveraging the colloquial language of each target state, to ensure the messaging feels familiar, trustworthy, and culturally relevant.
By using regional dialects and phrases that are deeply rooted in everyday conversations, we create an emotional connection with our audience. We aim to smartly integrate the colloquial lingo with the key messaging of the campaign, so the core benefits of our gold loans are seamlessly communicated.
We are presenting two campaign ideas aligned with the above communication strategy for the Marathi, Tamil and Kannada languages.
For Maharashtra
Vishayy!
Vishay means subject, however in this case it is commonly used to denote something that we call a ‘Mic-drop’ moment or ‘Game Over’ moment
Gold loan Fedla. Interest Sampla.
Vishay End!
(Meaning - Gold loan paid off. Interest Over. Topic End!)
Interest-ing Vishayy!!
Ata Interest fakta Loan ase paryant
(Meaning - Interesting Topic!! Now Interest only for the duration of the loan)
Key Visual
Maharashtrachi Aavad
Maharashtra’s Favourite – The idea is to communicate Shriram Finance as Maharashtra’s top choice for Gold Loans.
Maharashtrachi aavad
Marathi Mansaachi nivad
(Maharashtra’s Favourite. Marathi peoples’ choice)
Key Visual
For Tamil Nadu
Chappa Matter
This regional Tamil phrase is used to depict the emotion, ‘no need to worry’, or ‘not a big deal’. We can use the same to depict that the users don’t have to worry about Gold Loans.
Gold Kadanin Interest Kurithu Kavalai Padureengala?
Chappa Matter Dad!
(Worried about Interest on your Gold Loan? No worries Dad!)
Key Visual
nambikkaiyana theruvu
Trusted/Confident Choice – Idea is to establish Shriram Finance as the trusted choice for Gold Loans.
Tamil Naatin perumai,
Tamizharin nambikkaiyana theruvu
(Tamil Nadu's pride, Tamilians' trusted choice)
Key Visual Route Two
For Karnataka
Sakkath
Sakkath is a word that means awesome, cool, or super. It’s most often used as an adjective.
Sakkath Kannadiga kōsaṁ
Sakkath Gold Loan
(Awesome Gold Loans for Awesome Kannadigas)
Key Visual
Karnāṭaka atyuttama āyke.
Karnataka chooses the best.
Karnāṭaka atyuttama āyke.
Idu namma Gold Loan.
(Karnataka chooses the best. This is 'Namma' Gold Loan.)
Key Visual Route Two
Activation Ideas
Gold Loan Express (Mobile Vans):
Deploy branded vans with team-members who can explain gold loan features, help with applications process, and collect documents.
The vans could travel across small towns/ cities in target states, to provide loan approval on the spot for small amounts, offering customers an immediate sense of trust and security.
The "Gold Advice" Help Desk
Set up temporary Gold Loan Advisory Desks in places of high foot traffic, like banks, railway stations, or markets.
The desk will provide gold load details educating people about benefits and how the "Pay interest only" feature works.
Gold Loan "Home Visits" Service
Offer a concierge service where our team could visit households in rural and semi-urban areas to explain the gold loan offerings. This personalized approach builds trust and resonates particularly well with older individuals and housewives, ensuring they feel secure with the loan process.
Marketing collaterals placement
Standee/Tent Cards/Danglers placement at 2&4-wheeler dealers, electronic appliance dealers, agricultural equipment dealers, etc. Posters at Bus and Train stations, Auto-rickshaws, etc.
ATM Activations
Place promotional stickers, flyers, and small pop-up kiosks near ATMs in rural areas. Offer QR codes for quick inquiries and loan applications through WhatsApp or a website link.
Branded Giveaway
Branded notebooks & keychain giveaways at Gold Loan Express or kiosks with Shriram Finance Gold Loan branding and a QR code that takes users to the apply now screen.
Branded Shopping gags
A very common usable household items, branded with the Shriram Finance logo and key messaging like "Convenient Loans, Quick Solutions." Handy in semi-urban and rural areas.
