{"id":2445770,"date":"2026-06-05T04:04:02","date_gmt":"2026-06-05T04:04:02","guid":{"rendered":"https:\/\/celebrity.land\/en\/?p=2445770"},"modified":"2026-06-05T04:04:02","modified_gmt":"2026-06-05T04:04:02","slug":"why-piramal-finance-believes-credibility-cannot-be-borrowed-from-celebrities","status":"publish","type":"post","link":"https:\/\/celebrity.land\/en\/why-piramal-finance-believes-credibility-cannot-be-borrowed-from-celebrities\/","title":{"rendered":"Why Piramal Finance believes credibility cannot be borrowed from celebrities"},"content":{"rendered":"<p><\/p>\n<div id=\"post-container\">\n<p dir=\"ltr\">New Delhi: You may have come across one of those Piramal Finance videos where Neelesh Misra sits down with real borrowers like the Soni family or small business owners and listens to their unvarnished struggles with formal credit, paperwork barriers, and how the lender eventually stepped in.<\/p>\n<p dir=\"ltr\">\n<div class=\"jeg_video_container jeg_video_content\"><iframe loading=\"lazy\" title=\"Hausle ki Parakh! | Piramal Finance | Hindi\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/JK2yjHMTN0s?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<p dir=\"ltr\">These films, part of the Parakh series, feel different from the usual finance advertising. In an exclusive interview with Arvind Iyer, Chief Marketing Officer of Piramal Finance, a sharper picture emerged! A brand deliberately built on real customer stories while consciously rejecting celebrity stardom, heavy TV, and traditional mass reach, even in the Tier 2 and 3 markets where it operates most aggressively.<\/p>\n<p dir=\"ltr\">Is this a principled stand or a calculated necessity for a relatively young NBFC still carving out space post the DHFL integration? Well, Iyer traces it back to the core philosophy. \u201clook at the people beyond their formal paperwork, see the person, not just the paperwork.\u201d The tagline \u201cHum Kaagaz Se Zyada Neeyat Dekhte Hain\u201d is repeated like a mantra.<\/p>\n<p dir=\"ltr\">\u201cIt\u2019s part of the fabric of the company,\u201d he insisted.<\/p>\n<p dir=\"ltr\">\n<div class=\"jeg_video_container jeg_video_content\"><iframe loading=\"lazy\" title=\"Neeyat Se Banaya Hai, Toh Neeyat Se Badhoge Bhi | Piramal Finance | Business Loan\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/HrCkujXZ9Ro?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<p dir=\"ltr\">The storytelling process is deliberately manual and rigorous. \u201cWe go out there in the marketplace. We visit our customers. We\u2019ve got a lot of people who are feeding us a lot of intel,\u201d said Iyer. \u201cUnless and until they have a real customer or a real story to tell, it doesn\u2019t have a place. Somebody in the team should have felt and gone and met.\u00a0 There should be somebody who deeply, intensely understands what their story is, what their tribulations have been and how we managed to solve it.\u201d Full background checks, data-first selection, then careful outreach \u2013 this is not lightweight content farming, Iyer revealed.<\/p>\n<p dir=\"ltr\">But what you are unlikely to find, however, is a celebrity ambassador fronting the brand.\u00a0 For Iyer, the decision wasn&#8217;t born out of a belief that celebrities don&#8217;t work. In fact, he readily acknowledges their role. &#8220;I don&#8217;t dismiss the idea of celebrities at all,&#8221; Iyer said. &#8220;What celebrities can do is accelerate visibility very quickly. But they don&#8217;t replace credibility.&#8221;<\/p>\n<p dir=\"ltr\">Content execution leans heavily in-house. \u201cPretty much everything that you see is done in-house,\u201d Iyer revealed. The single AOR is Womb Communications. Piramal Finance even built an in-house regional desk. \u201cWe\u2019ve hit a million subscribers on YouTube,\u201d Iyer noted. \u201cWe are just awaiting our gold button!\u201d<\/p>\n<p dir=\"ltr\">While preaching deep human authenticity, Piramal unleashed over 1,000 hyper-local AI-generated short films during the 2026 cricket season. These tactical pieces name-check specific branches, locations, and languages to drive footfalls. Iyer called the cricket season a \u201claunchpad\u201d for reach. \u201cWe wanted to be able to tell our customers where our branches are.\u201d Early Google brand lift results were positive, but the brand admits the campaign is still being evaluated for actual inquiries and conversions. The tension is obvious. Can synthetic, mass-scale AI content coexist with the painstakingly manual \u201creal people, real meetings\u201d philosophy without diluting trust? Iyer framed AI as purely tactical for branch discovery, while the emotional core stays human.\u00a0<\/p>\n<p dir=\"ltr\">\n<div class=\"jeg_video_container jeg_video_content\"><iframe loading=\"lazy\" title=\"Aaiye Humse Miliye | Female | Hindi | Piramal Finance\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/aJ856UkXnko?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<p dir=\"ltr\">Perhaps the most contrarian call is the minimal use of television. \u201cWe don\u2019t advertise too much on TV. We actually do very little,\u201d Iyer confirmed. In a market where TV remains a key awareness builder in smaller cities, this is bold.<\/p>\n<p dir=\"ltr\">\u201cThe biggest thing that builds trust for us is actually the branch and the branch personnel. Branch is still that pivotal point of trust.\u201d With roughly 700 branches, heavy TV would create wasteful spillover. Instead, spends flow into always-on digital, hyperlocal activations, regional media, on-ground festival participation (such as Kerala\u2019s Pooram), and interestingly, radio in Tier 2\/3 for incremental recall.<\/p>\n<p dir=\"ltr\">The logic, according to Iyer, is operational rather than ideological. &#8220;We are present in more than half the pin codes of the country, but we are serviced through only about 700 branches,&#8221; he pointed out. &#8220;We wouldn&#8217;t want our marketing to have a huge spillover.&#8221;<\/p>\n<p dir=\"ltr\">The media mix also reflects that philosophy. While many financial brands continue to allocate large budgets to television and sponsorship-led visibility, Piramal Finance has chosen a more distributed approach.<\/p>\n<p dir=\"ltr\">&#8220;About half of our spend goes into above-the-line activities,&#8221; Iyer said, though he was quick to point out that the company is selective about where those investments go. The remaining budget is spread across digital marketing, regional media, on-ground activations, local outreach programmes, branch-led initiatives and content.<\/p>\n<p dir=\"ltr\">Manual story sourcing is slow and expensive to scale. Iyer was equally guarded when asked about the company&#8217;s marketing expenditure. Rather than revealing a specific number, he outlined the philosophy that governs spending decisions. &#8220;We&#8217;re not ostentatious. We&#8217;re very mindful of what we spend. We&#8217;re extremely mindful,&#8221; he said.<\/p>\n<p dir=\"ltr\">Iyer also revealed that the company has chosen to keep media responsibilities in-house, foregoing the traditional media agency model.<\/p>\n<p dir=\"ltr\"><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.youtube.com\/watch?v=BfM_wmsgmXQ\" target=\"_blank\"><\/p>\n<div class=\"jeg_video_container jeg_video_content\"><iframe loading=\"lazy\" title=\"Sabr ki Parakh! | Piramal Finance | Hindi\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/BfM_wmsgmXQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<p><\/a><\/p>\n<p dir=\"ltr\">The strategy may have found an audience, but scaling it remains the bigger task. &#8220;We know for a fact that when we de-jargonise and humanise finance, it tends to travel deep,&#8221; Iyer said. The challenge now is figuring out, as he put it, &#8220;How can we do that at scale?&#8221;<\/p>\n<\/div>\n<p><em> \u2018 The preceding article may include information circulated by third parties \u2019 <\/em><\/p>\n<p><em> \u2018 Some details of this article were extracted from the following source bestmediainfo.com \u2019 <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>New Delhi: You may have come across one of those Piramal Finance videos where Neelesh Misra sits down with real borrowers like the Soni family or small business owners and listens to their unvarnished struggles with formal credit, paperwork barriers, and how the lender eventually stepped in. These films, part of the Parakh series, feel [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2445771,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"footnotes":""},"categories":[25173],"tags":[369857,480153,480157,480144,351245,480147,480152,464652,480145,480146,480156,344414,480151,480158,480161,480159,480149,480150,480155,480143,480148,432367,480154,480160],"class_list":["post-2445770","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-artists","tag-ai-generated-content","tag-arvind-iyer","tag-branch-led-trust","tag-brand-credibility","tag-celebrity-endorsements","tag-customer-storytelling","tag-de-jargonising-finance","tag-financial-services","tag-financial-services-marketing","tag-hyperlocal-marketing","tag-in-house-marketing","tag-marketing","tag-media-agency","tag-neelesh-misra","tag-parakh-series","tag-piramal-finance","tag-real-people-marketing","tag-tier-2","tag-tier-2-markets","tag-tier-3","tag-tier-3-markets","tag-tv-advertising","tag-womb-communications","tag-youtube-strategy"],"jetpack_featured_media_url":"https:\/\/celebrity.land\/en\/wp-content\/uploads\/2026\/06\/Why-Piramal-Finance-believes-credibility-cannot-be-borrowed-from-celebrities.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2445770","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/comments?post=2445770"}],"version-history":[{"count":1,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2445770\/revisions"}],"predecessor-version":[{"id":2445772,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2445770\/revisions\/2445772"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media\/2445771"}],"wp:attachment":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media?parent=2445770"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/categories?post=2445770"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/tags?post=2445770"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}