Tapash Roy,Kolkata, August 18: L&T Finance Ltd. (LTF) has launched a new gold loan campaign in Kolkata with the message, “Koi Bhi Sapna Hold Mat Karo, L&T Finance Gold Loan Karo.” Featuring brand ambassador and Indian cricketer Jasprit Bumrah, the campaign comprises three new television commercials that use humour to highlight how the value of gold can help people fulfil their dreams and financial goals.
Launched during the India-Sri Lanka Test series, the campaign is being rolled out nationally across television and on-ground platforms. The three films showcase relatable aspirations, including a farmer expanding his livestock business, a household purchasing a new television or refrigerator, and a kirana store owner increasing his inventory—with Bumrah emerging as the solution to their financial needs.
Raju Dodti, Whole-time Director and COO, LTF, said the company’s gold finance business has been witnessing strong growth. Its gold loan portfolio grew 182% year-on-year to ₹3,829 crore in Q1FY27, compared with ₹1,360 crore in Q1FY26. LTF currently has 343 active gold finance branches and plans to expand this network to more than 800 during the current financial year.
Kavita Jagtiani, CMO, LTF, said the campaign aims to help people unlock the financial potential of unused household gold and turn aspirations into reality. A recent LTF survey in Kolkata found that financial constraints were holding back aspirations such as buying two-wheelers, starting new businesses, renovating homes and expanding businesses. Notably, 54% of respondents expressed interest in using gold loans to achieve their goals.
The integrated campaign is being rolled out across around 150 branches in eight states and one Union Territory. It includes branding on autos and buses, gold-themed park bench promotions, 360-degree visual branding at branches and regional-language digital campaigns. LTF is also using customised promotional jingles at payment counters in local stores to strengthen customer engagement.
Customers interested in a gold loan can give a missed call to 7045180180 or apply through the L&T Finance website.
