L&T Finance Launches Gold Loan Campaign with Jasprit Bumrah

L&T Finance Ltd. (LTF), a leading retail financier, has launched a new Gold Loan campaign featuring brand ambassador Jasprit Bumrah. Built around the message, “Koi Bhi Sapna Hold Mat Karo, L&T Finance Gold Loan Karo,” the campaign encourages individuals, households and micro-entrepreneurs to unlock the value of unused gold to support financial needs, business growth and personal aspirations.

The campaign comprises three light-hearted television commercials that combine humour with everyday financial challenges. Bumrah appears as a trusted problem solver, helping people find practical ways to move their plans forward. In the first film, he advises a farmer to use a Gold Loan to expand livestock and increase income. The second features a homemaker who is encouraged to stop postponing her aspirations and purchase desired consumer durables. In the third, Bumrah helps a Kirana store owner replenish falling inventory and expand business operations.

The commercials are scheduled to debut during the India-Sri Lanka Test series beginning August 15, 2026. As the series’ co-presenting partner, LTF will promote the campaign through television and on-ground activations. The advertisements will be broadcast across Sony TV’s nine linear television channels.

Beyond television, LTF has planned an integrated marketing initiative across eight states and one Union Territory, supported by nearly 150 branches. Branded vehicles named “Sapno ki Sunehri Gaadi” will travel through busy locations to attract rural audiences. Transit branding on buses and autorickshaws will further strengthen visibility in local markets.

The campaign will also use creative street-level branding, including gold-themed park benches, while selected high-footfall branches will receive immersive 360-degree branding.

Digital and hyperlocal outreach forms another important part of the strategy. LTF plans to use customised jingles at local retail checkout points during live payment transactions, creating timely promotional interactions. The company is also combining high-reach video platforms with Tier 2 and Tier 3 vernacular media, supported by regional creators who will communicate relatable financial situations in local languages.