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A campaign I am very proud of is Shriram Transport Finance Gets You Going, which was released in 2007-08. The campaign aimed at building brand equity for STFC (Shriram Transport Finance Corporation) among the investor community. Its aim was to raise funds to give loans to first-time truckers and small truck operators for the purchase of used commercial vehicles.
Why it is my best campaign
This campaign handles a truly important national issue banking for the unbanked in an evocative and sensitive manner. It shows the aam aadmi as optimistic, diligent and honest, and demonstrates that he is not a risk. The other important thing is that the campaign is uniquely Indian in character and appeals to everybody across all regions, cultures and income groups.
Brief to the agency
The client asked us to build brand equity for Shriram Transport Finance primarily among the financial and investor community by making them aware that the company is Indias largest asset-financing NBFC dealing in second-hand truck finance. It is financially solid and has pan-India presence and a large and satisfied customer base. The communication also needed to build confidence among the trucking community, including small operators, drivers and cleaners.
Problems and challenges
The campaign had to speak to two completely diverse audiences simultaneously the educated, English-speaking financial and investor community, and the small operator and cleaner. The other challenge was to understand what made the customers tick their hopes and aspirations, the difficulties they face and where STFC fitted into their scheme of things. This was done by an agency servicing and creative team, who went on a
Bharat darshan, actually meeting and getting to know truckers and their families a most moving experience which completely changed our perspective about who really constitutes India.
The route chosen and why
The core idea was about the brand bridge a solid company that gets you going! i.e. a large, innovative and responsive financial company with a unique business model which had empowered and transformed the lives of over five million truckers and, thus rewards its investors with great returns.
We used the print medium to talk to the financial community in the management language they are most familiar with. The content held a mirror to lives of actual trucker customers whose lives had been transformed by the support from STFC. We used television to talk to the larger audience showing the truckers journey in a sensitive and emotional manner. The old Hindi song Musafir hoon yaaron gave the aam aadmi a sense of dignity.
The outcome
The outcome was unprecedented. STFCs initial public offering (IPO), which came out soon after the campaign, was oversubscribed six times within a day. Its share prices doubled in a week, making it a darling of the stock market!
The companys AUM went through the roof. Most importantly, the customers belief that Shriram is truly their partner and friend in their journey towards prosperity, was reinforced. It was reflected in the numbers STFCs customer base went from 8 lakhs to 14 lakhs within two years.
Will it work today?
The campaign is based on the fundamental truth of the Indian culture hard work and relationships always pay off! This truth cannot change with time and thus, the campaign is still relevant today.
Sangeetha N
President (West) & ECD, RK Swamy BBDO
