When it comes to marketing, Shriram Finance faced a dilemma. In north India it was a relatively unknown brand and in south India, it was so well known that people would ask why it is advertising at all. What the company needed was a marketing strategy that was balanced and aligned with its growth plans. It searched for a brand ambassador who was strong and consistent and reliable. And it found an exact match in India’s cricket legend Rahul Dravid. On Sept 10, it unveiled the cricketer as its brand ambassador.
Rahul Dravid, celebrated for his unwavering dedication on the cricket field, epitomizes the core values at Shriram Finance. Just as Rahul was the backbone of Indian Cricket, Shriram Finance has been a steadfast partner in the financial journeys of countless individuals and businesses across the nation for 50 years.
Umesh Revankar, Executive Vice Chairman at Shriram Finance, explained the similarities between the cricketer and the company: “At Shriram Finance, our mission has always been to empower our customers by providing them with the financial tools and support they need to succeed. Rahul Dravid, with his commitment and impeccable record in nurturing young talent, aligns perfectly with our goal of enabling growth and success. We are thrilled to have him on board as our brand ambassador.”
YS Chakravarti, MD & CEO at Shriram Finance added: “Rahul Dravid’s association with Shriram Finance represents a perfect blend of two entities that have consistently demonstrated trust, reliability, and excellence in their respective fields. Just as Rahul has been a pillar of strength for Indian cricket, Shriram Finance has been a reliable partner to our customers, helping them achieve their financial goals with confidence and security.”
Rahul Dravid, Former Captain and Coach of the Indian National Cricket Team said that he felt honored to be associated with Shriram Finance, a company that has consistently prioritized the needs of its customers. “Just as in cricket, where every innings is built on a foundation of trust and resilience, Shriram Finance has been building and supporting the financial journeys of individuals and businesses across India. I look forward to this partnership and to contributing to the company’s continued success.”
Shriram Finance is confident that this strategic association with Rahul Dravid will significantly advance its goals of connecting with its customers – both borrowers and depositors. The 50-year old company has served 32 million customers since its inception in 1973 offering loans for trucks,
2-wheelers and equipment. It also does SME finance and gold loans. It has a pan India presence with network of 3095 branches and an employee strength of 75,813 servicing 8.7 million customers.
Rahul Dravid explained that when selecting players, he looks not only at their scorecard but also their potential. Umesh explained that likewise when the company evaluates borrowers, it looks not only at their credit scores but also their potential to succeed as an entrepreneur. This alignment further strengthens the bond between the two.
