L&T Finance Launches Gold Loan Campaign in Chandigarh Featuring Jasprit Bumrah

Chandigarh, August 20, 2026: L&T Finance Ltd. (LTF), one of India’s leading retail financiers, has launched a new integrated Gold Loan campaign in Chandigarh featuring its brand ambassador and Indian cricketer Jasprit Bumrah. The campaign, built around the tagline “Koi Bhi Sapna Hold Mat Karo, L&T Finance Gold Loan Karo,” aims to create greater awareness about the company’s Gold Loan offerings and encourage individuals, households and micro-entrepreneurs to unlock the value of their idle gold to meet financial needs and aspirations.

The campaign features three new television commercials (TVCs), which were launched during the India-Sri Lanka Test series that began on August 15, 2026. As the co-presenting partner of the series, LTF is promoting the campaign through on-ground activations and television channels during the matches. The commercials are being aired across nine linear TV channels of the Sony TV Broadcast Network.

The three-film campaign combines humour with relatable financial situations, with Bumrah positioned as a trusted problem solver. In the first commercial, he advises a farmer facing financial difficulties to use a Gold Loan to expand his livestock and increase his income. The second film features a homemaker who is encouraged to stop postponing her aspirations and use a Gold Loan to purchase consumer durables she has long wanted. In the third commercial, Bumrah helps a kirana store owner address declining inventory levels by using a Gold Loan to replenish stock and expand his business.

Commenting on the campaign, Raju Dodti, Whole-time Director and Chief Operating Officer, L&T Finance, said that Gold Loans are an important component of the company’s growth strategy under its Lakshya 2031 transformation agenda.

According to Dodti, LTF’s secured Gold Loan portfolio grew 182% year-on-year to Rs. 3,829 crore in Q1 FY27, compared with Rs. 1,360 crore in Q1 FY26. The company currently operates 343 active Gold Loan branches and plans to increase the network to more than 800 branches during the current financial year.

Kavita Jagtiani, Chief Marketing Officer, L&T Finance, said the campaign seeks to position Gold Loans as a practical financing option for consumers looking to pursue their aspirations while leveraging an asset they already own.

She noted that India has a significant amount of idle household gold and said the campaign aims to demonstrate how the asset can be converted into financial utility to help consumers progress towards their goals.

Chandigarh Study Highlights Demand for Gold Loans

LTF’s latest Gold Loan Study conducted in Chandigarh found that several consumer aspirations remain unfulfilled due to financial constraints. Key goals being postponed include purchasing property, starting a business, funding education, meeting wedding and social-event expenses, and undertaking home renovations.

The study also indicated a strong willingness among consumers to consider credit solutions. Around 32% of respondents expressed interest in taking a Gold Loan to fulfil their financial goals. Among those considering Gold Loans, 41% viewed the product as a potential source of financing for purchasing land or property, while 30% saw it as a means to start a new business.

Integrated Campaign Across Key Markets

As part of the campaign, LTF is undertaking an integrated marketing programme across key markets in eight states and one union territory, with the initiative reaching consumers through approximately 150 LTF branches.

The company’s on-ground strategy includes golden-coloured transit media branding on auto-rickshaws and buses to strengthen its visibility in local markets. High-footfall branches across different zones are also being given immersive 360-degree branding to improve brand recall.

On the digital and experiential front, LTF is using real-time shopping signals by playing customised promotional jingles at checkout counters of local stores during live payment transactions. The broader media strategy combines high-reach video platforms with targeted communication across Tier 2 and Tier 3 markets.

The campaign also includes regional creators and vernacular content designed to present relatable financial situations in languages that resonate with local audiences.

Through the campaign, L&T Finance aims to strengthen awareness of Gold Loans as a secured financing option while expanding its presence across emerging markets and connecting with consumers seeking funds to pursue personal, household and business aspirations.