Home Credit India has rolled out its first AI-generated digital campaign, titled #SapnoKaNayaSaal, signalling the company’s entry into AI-led brand storytelling. The New Year campaign builds on the lender’s existing brand platform and centres on reflection, gratitude and forward-looking aspirations as one year gives way to the next.
Developed in collaboration with ARM Worldwide, the film uses a narrative format drawn from everyday life, capturing moments of pause and possibility that typically surface at year-end.
Everyday financial hurdles take centre stage
The campaign follows multiple characters grappling with stalled plans due to financial constraints. These include a delivery executive struggling with mobility challenges, an aspiring entrepreneur short on startup funds, a student dealing with a damaged smartphone, and a small café owner planning a renovation.
As the clock strikes midnight on New Year’s Eve, each storyline advances through timely credit approvals, framing financial access as a bridge between unresolved moments and fresh beginnings. The narrative positions credit not just as immediate relief, but as a facilitator of longer-term ambitions.
Brand positions credit as a catalyst for fresh starts
Commenting on the campaign, Ashish Tiwari, Chief Marketing Officer, Home Credit India, said, “As another year ends, we step into the new year with innovation, gratitude and lots of hope. With #SapnoKaNayaSaal, we wanted to position Home Credit India as the catalyst that transforms year-end gratitude and New Year resolutions into dreams that manifest.”
He added that the use of AI mirrors the evolving consumer journey, noting, “By leveraging AI to tell these stories, we reflect on the modern, digital-first journey of our customers.”
Tiwari further said the campaign underscores the brand’s focus on accessible financing. “Our simple and customer-friendly financing options ensure that resolutions are meant to be kept, whether it’s replacing an old, worn-out phone, renovating an old space, starting a dream business, or owning a two-wheeler,” he said.
Beyond credit, he emphasised the emotional dimension of the brand’s positioning: “Beyond financial support, our focus is on instilling pride and confidence in every customer we serve while walking alongside as a trusted financial partner and make every #ZindagiHit.”
Digital-first rollout across platforms
The campaign is currently live across Facebook, Instagram, YouTube and LinkedIn, aligning with Home Credit India’s digital-first outreach strategy.
According to the company, #SapnoKaNayaSaal highlights a range of offerings—including personal loans, two-wheeler loans and credit cards—positioning them as tools that support both short-term needs and longer-term plans during the New Year period.
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