Piramal Finance’s new campaign celebrates determination of small business owners

Piramal Finance Limited has announced the launch of the latest chapter of its flagship campaign, ‘Hum Kaagaz Se Zyaada Neeyat Dekhte Hain.’ Rooted in the belief that intent carries as much weight as documentation, the new films celebrate the determination, integrity, and everyday courage of Bharat’s small business owners and families. Through emotionally resonant narratives, the campaign reinforces Piramal Finance’s commitment to expanding credit access and supporting those whose aspirations often outpace their circumstances.

These stories spotlight individuals who have built their journeys with unwavering intent and hard work, capturing the spirit behind the thought, “Neeyat se banaya hai, toh neeyat se badhoge bhi.” The three films follow the journeys of a mill owner striving to expand, a father working tirelessly to complete his family home, and a bakery shop owner rebuilding his livelihood with his daughter by his side. Each narrative

Building on the strong emotional connect of earlier Neeyat films, this new chapter celebrates the hardworking and honest individuals who drive Bharat’s progress. The campaign reinforces Piramal Finance’s belief in looking beyond paperwork to recognise the intent, integrity, and aspirations of its customers.

Arvind Iyer, Chief Marketing Officer, Piramal Finance Ltd., said: “With this new chapter of Neeyat, we’re continuing to bring forward stories that reflect what we see across our branches every day. Families and small business owners, whom we speak with every day, come with real aspirations and a strong desire to move forward. These stories capture that spirit, the authenticity, and the optimism that drives them. It also reinforces our approach of engaging with customers openly, understanding their needs, and supporting them with solutions that take the next step with confidence, achieving growth and progress.”

Conceptualised by The Womb, directed by Hemant Bhandari, and produced by Daniel Amanna and Kush Malhotra, this year’s campaign continues the brand’s storytelling tradition rooted in authenticity and purpose.

Suyash Khabya, CCO, The Womb, "When you work on a brand and its 'big idea' year after year (and this is our third), we keep looking for interesting strategic and creative cuts to refresh the campaign. At the same time, it's our responsibility to keep the brand tone intact. Authentic, heart warming and empowering - that's what Piramal and Neeyat stand for.

The 3 stories this year come from a Bharat we have seen as we grew up. That gehu ki chakki wale uncle in the colony, that favourite bakery in the nukkad that's been the same for generations, the semi-built kacha pakka houses we walk by...these are visuals that stay and we just put the dots together through these while crafting the idea of 'Neeyat se badhna' this year. The protagonist has angst; he wants to move up in life, but paperwork is hindering his growth. But his intentions, his neeyat, is what Piramal see's to help him succeed. We're confident that the casting, the relatable set-ups, the music and the emotions will make this simple campaign memorable and unignorable."