RK Swamy creates magical ‘jugalbandi' videos for Shriram Finance's latest campaign

Shriram Finance, the new retail finance NBFC, has come out with a new campaign to reinforce the company’s commitment to its customers.

RK Swamy has come up an idea to highlight the customer-centricity of the brand through a special ‘jugalbandi’ with them. 

Shriram and RK Swamy have created five special jugalbandi videos, each for a few minutes, with top artistes paired in them.

The first of these five videos launched recently, with Taufiq Qureshi and Vijay Prakash, and has succeeded in mesmerising fans.

Sangeetha N, President and National Creative Director, RK Swamy, said, "Shriram is a special company with a unique philosophy. Their idea of brand building is driven by genuine customer connect on the ground. The jugalbandi idea springs from this understanding. Each video is originally composed and recorded live. There is nothing like this done before from a brand perspective.” 

Umesh Revankar, Vice-Chairman, Shriram Finance, said, “It is a special moment in our evolution as a group, originally formed with the idea of spreading credit to those who don’t normally get it. This is our way of telling customers that we march in sync with them. And to remind our people to stay close to the customers. With the jugalbandi videos we have created a special platform to reinforce the connection.”

The remaining four jugalbandi videos will be released in the coming weeks.