Jio Credit has launched its new brand marketing campaign titled #HarBadeSapneKePeeche, which focuses on the changing aspirations of Indians and their role in the country’s progress.
The campaign features an AI-powered brand film that presents stories enabled by access to credit, including a family buying their first home, a young entrepreneur opening her own bakery, and a sister supporting her sibling’s education abroad. The campaign will run across digital platforms, social media, print, radio, and outdoor media.
JC aims to offer a customer-first lending journey by providing quick and flexible access to capital through products such as Home Loans, Loan Against Property, Loan Against Securities, and Corporate Lending Solutions. These are available through multiple channels, including its website, the JioFinance app, and external partners.
The use of AI in the campaign reflects JCL’s digital approach to lending. Its technology-driven systems support a fully digital experience from onboarding to servicing, digitised partner interfaces, real-time customer verification, data-backed credit approvals, and faster disbursements. JCL also offers AI-powered customer support using natural language processing and generative AI to deliver a fully digital service experience.
Kusal Roy, Managing Director and Chief Executive Officer, Jio Credit said: “We deeply appreciate the overwhelming trust of our customers that we have received in a relatively short span of time, and which reflects in our growing loan book. We are committed to continuously innovating for our customers and make access to credit more democratic, seamless and affordable. AI-led innovation sits at the core of Jio Credit. By combining intelligent automation with deep customer understanding, we are shaping a new paradigm in lending that delivers industry-leading efficiency and empowerment for our customers.”
