GREY group India launches new campaign for IndoStar Capital Finance Limited


IndoStar Capital Finance Limited, recently unveiled its new brand positioning which signifies the well-established reputation of IndoStar as a Non-Banking Financial Company (NBFC). The company’s new brand identity reflects IndoStar’s robust growth in the last 6 years and its recent entry into the retail finance space, whereby it has added Vehicle Finance and Affordable Home Finance amongst other products in its portfolio.The company’s new positioning of “Life ka Take-Off” implies the transformational growth in the lives of its customers. Conceptualized by GREY group India, the new brand campaign refers to the upward change of trajectory that IndoStar initiates through its advice and products. The idea was to design a campaign that brings out the brand’s core value. This was depicted in the form of a hand gesture that implies a take-off in their customer’s aspirations.

The company also launched a 360-degree ad campaign across print, outdoor, digital and television. Through this new campaign, IndoStar reflected that ambitions come in different forms and that every life deserves to take-off. The company intends to help individuals by giving access to capital, expert advice and tailor-made financial products so that nobody’s dreams go unfulfilled as IndoStar is there to enable every Indian to succeed and grow by giving them access to capital.

Speaking on this occasion, R. Sridhar (Executive Vice-Chairman and CEO, IndoStar Capital Finance Limited) said, “As our offering moves to B2C, we felt a need to communicate in a succinct and lucid manner. We wanted our brand identity to be distinctive and have a consumer friendly touch and GREY has helped us in doing just the same. Our new tagline “Life ka Take-Off” reflects our commitment and responsibility to lead the transformational growth in the lives of our customers by offering the best of advice and products. We are happy to associate with GREY which has done a magnificent job in portraying IndoStar to the outside world.”

Adding about the new campaign, Sandipan Bhattacharyya, Chief Creative Officer, GREY group India said “Our starting point was the new purpose of IndoStar and how we could humanize it and, translate it into a gesture that captures the soaring spirit of middle India. The team then used slices of peoples’ ambition to embed this gesture, hopefully into popular culture. ‘Life ka take-off’ is a campaign that’s encouraging, reassuring and positive; just the kind of thrust millions of Indians need today”.

Watch the films: here


GREY group India:

  • Creative Team: Sandipan Bhattacharyya, Mayuresh Dubhashi, Bhavesh Kosambia, Vivek Bhambhani, Virendra Saigoankar, Mehul Prajapati, Rahul Jaigadkar
  • Planning: Arun Raman, Sonya Misquitta
  • Account Management: Vineet Singh, Mudassir Ansari, Shradha Nair, Varun Shah
  • Films: Samir Chadha, Sharad Shinde
  • Director: Sizil Srivastav
  • Producer: Naved Punjabi
  • Production House: Windmill Films

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