L&T Finance Ltd. (LTF), a leading retail financier in the country, has officially introduced a major new marketing campaign in Kolkata featuring prominent cricketer and brand ambassador Jasprit Bumrah. Centered around the catchy tagline “Koi Bhi Sapna Hold Mat Karo, L&T Finance Gold Loan Karo”, the campaign aims to drive widespread awareness for LTF’s robust gold loan offerings. The initiative is designed to empower individuals, micro-entrepreneurs, and households to unlock the latent value of idle gold to seamlessly fuel their growth, aspirations, and dreams.

​The multi-channel campaign kicked off alongside the India vs. Sri Lanka test series that started on August 15, 2026, where LTF serves as an official co-presenting partner. To maximize reach, the campaign spans on-ground activations and is being broadcast across nine linear TV channels under the Sony TV Broadcast Network.

​At the heart of the campaign is a light-hearted, three-film television commercial series blending humor with modern financial realities. Brand ambassador Jasprit Bumrah stars as a trusted problem-solver guiding everyday citizens:

​Film One: Advises a struggling farmer to leverage a gold loan to expand livestock and boost income.

​Film Two: Encourages a curious homemaker to stop putting her dreams on hold and acquire desired consumer durables using a gold loan.

​Film Three: Assists a local Kirana store owner in restocking depleting inventory and scaling business operations.

​Raju Dodti, Whole-time Director and Chief Operating Officer at LTF, emphasized the strategic importance of the launch, noting that the high-growth gold loan portfolio expanded by an impressive 182% year-on-year to reach Rs. 3,829 Crore in Q1FY27. Backed by 343 active Gold Finance branches, LTF plans to scale this network to over 800 branches within the current financial year.

​Echoing this sentiment, Chief Marketing Officer Kavita Jagtiani stated that the campaign positions gold as a reliable financial vehicle, enabling consumers to transform trusted assets into active growth and move forward with absolute confidence.

​To further solidify its grassroots presence, LTF has rolled out an integrated marketing campaign spanning key markets across eight states and a union territory, leveraging approximately 150 branches. This includes golden-colored transit media branding on auto-rickshaws and buses, hyperlocal street props like gold-branded park benches, and targeted digital activations. By combining high-impact mass media with regional influencer collaborations, L&T Finance continues to cement its status as a trusted financial partner for emerging markets nationwide.

Priyanka Dutta