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“We are building futuristic digital solutions by integrating technology across all our customer touchpoints-Ms. Kavita Jagtiani, Chief Marketing Officer, L&T Finance Ltd. (LTF)

L&T Finance Ltd. unveils TV commercials for the launch of ‘The
Complete Home Loan’
Also launches its sonic brand identity with a musical logo

Mumbai/Delhi, May 07, 2024: L&T Finance Ltd. (LTF), one of the leading retail financiers,
introduces its latest TV commercials, set to revolutionise the way people perceive home
loans. Titled ‘The Complete Home Loan’, the TV commercials combine witty humour with
relatable scenarios to create situations that are entertaining as well as informative, with
the tagline, ‘Kum Nahi, Complete.’
The Company has launched a series of three TV commercials, with first commercial
introducing the customers to ‘Home Décor Finance’ and the second and third introducing
the customers to benefits such as ‘Digitized Process’ and ‘Dedicated Relationship
Manager’.
The Company has also launched its sonic brand identity by unveiling a musical logo that
reinforces the Company’s purpose: ‘Retail, Digital, and Sustainable’. The musical logo is
created with a harmonious blend of melodies, rhythms, and tones that reflect the
Company’s attributes, core values, emotions, and brand personality.
Ms. Kavita Jagtiani, Chief Marketing Officer at LTF said, “We are building futuristic
digital solutions by integrating technology across all our customer touchpoints. With the
launch of our first-ever campaign, we are excited to present ‘The Complete Home Loan’
proposition that is set to meet customers’ expectations while addressing their needs. Our
well-designed offerings like Home Décor Finance, Digitized Process, and Dedicated
Relationship Manager inspired us to introduce the ‘Kum Nahi, Complete’ tagline which
promptly communicates to customers that they should not settle for less. Furthermore, we
have also incorporated an essence of our newly launched Sonic brand identity into this
campaign. It is a musical expression of our brand’s purpose and will continue to foster
consistent engagement and a heartfelt connection with our diverse 2.3 Crore customer
base.”
The TV commercials have been created by Dentsu India. Speaking at the launch, Mr.
Amit Wadhwa, Chief Executive Officer, Dentsu Creative India said, “Our TV
commercials are meticulously crafted to connect with the audience by showcasing
everyday life situations in an amusing way. By delving deep into introducing the
protagonist as a relatable person in the scenarios and making clever use of mnemonics,
we aim to not only entertain but also communicate key product offerings and make our
campaign memorable. The journey we’ve embarked upon with LTF has been incredibly
fulfilling, and we look forward to co-creating such impactful campaigns in the future.”
The Company has launched an Integrated Marketing Campaign (IMC) across cities like
Mumbai, Delhi, Chennai, Hyderabad, Bengaluru, Kolkata, Jaipur, Ahmedabad, Pune,
Chandigarh, and Surat. The Sonic brand identity will be a part of this IMC. As part of the
CONFIDENTIALPUBLIC
campaign, the Company is one of the co-presenting sponsors for IPL, and the TV
commercials are being streamed on Jio Cinema (Connected TV) during IPL matches. The
Company will advertise on prominent news channels during the pre-election results and
on poll counting days. In addition, the Company is also conducting several initiatives like
Influencer Marketing, Outdoor Hoardings, On-Ground events, and leveraging its social
media channels.
Speaking at the launch of the Company’s musical logo, Mr. Rajeev Raja, Founder,
BrandMusiq said, “Developing the Sonic identity for a leading financial services brand like
LTF was a wonderful experience. We feel proud to note that the LTF MOGOSCAPE®️ will
now be used across all digital and physical touchpoints as well as the core
communications of the brand. Additionally, our exploration of folk variations within the
Sonic palette ensures genuine resonance with the communities that LTF serve through
their extensive feet-on-street workforce. We are confident that it will elevate LTF’s
customer experience with consistent engagement across platforms.