Piramal Finance unveils latest ‘Neeyat’ chapter, celebrating Bharat’s doers

Diversified NBFC, Piramal Finance Limited has launched 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.

The 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.

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.

 Following its recent listing on the Indian stock exchanges, Piramal Finance is deepening its focus on the credit needs of middle-India. Retail loans now account for over 80% of its ?90,000+ Cr. AUM, driven by growing demand from underserved Bharat markets. With 500+ branches and a strong phygital and distribution footprint, the company serves more than 5 million customers across Tier 2–3 and semi-urban towns. Piramal Finance aims to reach ?1.5 lakh crore in AUM by FY28 through tech-enabled underwriting and wider distribution.

The campaign will be promoted across TV, digital platforms, social media, and Piramal Finance’s digital assets and branches.