UCID and Capri Global Capital Ltd. came together to tackle an age-old marketing challenge: How do you make waves in an already crowded market?
Together, they embarked on a journey to design an impactful and insightful campaign to take the Capri brand to its next destination.
Capri Loans recently signed Nayanthara as its brand ambassador to personify the brand’s values and philosophy for the South Indian market.
Having the right face is, of course, just the beginning. The key step was crafting communication to seamlessly meld her personality with Capri’s messaging in a way that felt organic and believable.
Says Neilesh K Talreja, Founder of UCID “This is a lesson in taking communication beyond a celebrity spokesperson, by choosing someone who is a natural extension of your brand values, and then creating a message around a real consumer insight, that resonates beyond that celebrity.”
The first challenge was establishing Capri with the South Indian audience as a brand that understands their everyday hopes and dreams. This was accomplished with the Dreams Get Wings film. The ad film centres around Nayanthara narrating her own journey, highlighting how her success is down to the people who have always supported her, giving her the wings and the opportunity to shine. In turn, when these people need support, she recommends Capri Loans as a trusted partner that provides loans with the utmost respect, staying true to its core philosophy of “Farz Nibhaatey Hain”.
Next, UCID and Capri Loans needed to get over an even bigger hurdle. They faced a singular challenge, despite – and, even because of – the substantial size of the gold loan market in the south. For one thing, the market is already flooded with decades-old competitors. For another, gold is an asset so filled with sentimental value, establishing trust becomes paramount. The solution was blending warm, relatable humour with practical advice.
The film for Capri Gold Loans, Try Capri Gold Loan, depicts a common frustration: a woman struggling to find capital to fund her small business. Using a fun back-and-forth between our TG stand-in, and a celestial Nayanthara, the film depicts how a trusted partner like Capri Gold Loans enables her to easily secure funds while keeping her gold completely safe.
Both films will be accompanied by contests and supporting content, to encourage people to watch and engage, creating a strong callback for the audience, and organically boosting viewership.