Brand Overview
L&T Finance is a leading financial services company in India, offering a wide range of solutions including loans, investment products, and insurance. Known for its strong parentage under the Larsen & Toubro Group, the brand focuses on providing accessible, reliable, and customer-centric financial services to individuals and businesses alike.
In 2025, L&T Finance launched the 2-wheeler loan “Just Zoom” campaign with Jasprit Bumrah as their brand ambassador, designed to make loan approvals faster and simpler for young riders. The campaign combined high-visibility outdoor branding and digital engagement to reinforce speed, convenience, and hassle-free financing for two-wheelers.
Campaign Objective
The objective of the campaign was to:
- Increase awareness of L&T Finance’s easy financing options, drive loan inquiries, and position the brand as the go-to choice for speedy and convenient two-wheeler loans.
- Transform the perception of two-wheeler loans from “complicated financial product” to “as fast as Bumrah’s bowling” through an integrated marketing blitz during cricket’s most-watched tournament-The Asia Cup.
Key Performance Indicators
- Achieve 80% reach at 3+ frequency across all media combined
- Create a memorable brand association between speed and service
- Dominate the conversation during Asia Cup 2025
Challenges
In the crowded two-wheeler loan market, L&T Finance faced a critical question: How do you make loan processing—typically associated with paperwork, delays, and bureaucracy—feel fast, exciting, and aspirational? The answer came in the form of India’s fastest bowler- Jasprit Bumrah.
Geography and Target Audience
Coverage: Pan-India with strategic focus on 14 key cities.
Target Audience: Working professionals, gig economy workers, and aspiring two-wheeler owners.
Key Markets: Mumbai, Delhi NCR, Bengaluru, Chennai, Hyderabad, Kolkata, Ahmedabad, Pune, Lucknow, Patna, Bhubaneswar, Cuttack, Coimbatore, Guwahati, Varanasi.
Campaign Duration
Timeline: September – October 2025. Asia Cup 2025, featuring the first time in 40 years that India and Pakistan faced off across 3 consecutive weekends.
Media Mix
- TV
- Outdoor
- BTL (Buses, Cabs, Metro)
- Digital
- Airport
Strategy and Approach
The Big Idea: Contextual Speed Marketing
The Bumrah Moment Strategy
When Bumrah bowled, viewers saw the Aston band flash: L&T Finance. By showing up consistently with Bumrah’s fastest deliveries, the brand quietly built a connection with speed in people’s minds.
- Bumrah = Speed
- L&T Finance = Speed
- Need a loan fast? Just Zoom
Why This Worked
1. The Cricket Context
Asia Cup 2025 was not just another tournament. For the first time in 40 years, fans witnessed three back to back weekends of India Pakistan matches, turning every game into a high voltage national spectacle. With every ball bowled by Bumrah becoming a moment the country held its breath for, each of those moments seamlessly became an L&T Finance moment.
2. The Multi-Sensory Approach
While millions watched Bumrah on TV, thousands more saw L&T Finance branding:
- On their daily bus commute
- In their cab to work
- On metro platforms
- At airports
- On billboards across cities
Execution
Television: Associate Sponsorship – Asia Cup 2025
- 18 out of 19 matches covered
- 100 seconds of FCT per match (like Bumrah’s perfect over—controlled, impactful)
- 6 Aston bands per match—all timed with Bumrah’s bowling during India matches
- 13 Sony Network channels
Outdoor: 80 high-impact installations across 14 cities
- Lucknow: 11 strategic locations
- Pune: 12 positions
- Kolkata: 9 locations
- Varanasi: 8 key touchpoints
- Mumbai T1 Airport Terminal: For premium airport presence
BTL: Transit Media: Catching People in Motion
- 100 Cityflo Buses in Mumbai: Every morning commute, a reminder
- Cab Branding: Pan-city coverage—speed delivering speed
- Metro Interiors: Captive audiences, powerful messaging
Results and Impact
The Numbers That Bowl You Over
The Overall Strike:
- 9.6 million reach in key cities at 3+ frequency
- 80% of target group reached at 3+ frequency
Television:
- Planned: 50% reach at 3+ frequency
- Achieved: 61% reach at 3+ frequency
- Performance: 22%
179 Million Impressions: The Highest Reach in L&T History
Not just a successful campaign. The most successful L&T Finance campaign ever executed.
Geographic Dominance (Top Metros): Every major metro exceeded Pan-India benchmarks, proving that speed resonates in India’s fastest cities:
- Mumbai: 89% reach
- Kolkata: 76% reach
- Karnataka: 73% reach
- Hyderabad: 71% reach
- Delhi NCR: 71% reach
- Chennai: 69% reach
- Bengaluru: 68% reach
The Finals Effect: The Asia Cup finals alone added 23 million incremental reach.
Outdoor & BTL: Precision Execution
- Outdoor: 30% at 6+ frequency
- BTL: 25% at 6+ frequency
- 100% execution across all 14 cities
Social Proof:
- #JustZoom trended during matches
- #TwoWheelerLoans gained organic traction
- Brand recall spiked in post-campaign surveys (evidenced by record reach)
Key Learnings and Takeaways
What Made This Campaign Legendary
Timing is Everything
Aston bands were shown during Bumrah’s bowling. When viewers are emotionally engaged they’re more receptive to brand messages.
The Bumrah Multiplier Effect
By associating with Bumrah’s speed, L&T Finance inherited his brand attributes:
- Reliability
- Precision
- Clutch performance
- Unmatched in category
Integrated Doesn’t Mean Identical
TV created the aspiration (Bumrah’s speed), Outdoor reinforced the message (speed everywhere), BTL made it personal (speed for your daily commute).
Go Big During Big Moments
Asia Cup 2025, especially with historic India-Pakistan matchups, was a superb opportunity and L&T Finance made the most of it.
Metro Markets Move Metrics
Mumbai’s 89% reach and other metros exceeding Pan-India averages proved that urban audiences, already accustomed to speed (fast internet, quick deliveries), resonated most with the message.
The Final Word: Speed Wins
In September-October 2025, when Jasprit Bumrah ran in to bowl, he didn’t just deliver for India, he delivered for L&T Finance. The campaign proved a simple truth: In a world that values speed, the fastest brand wins. People saw L&T Finance as fast, reliable, and omnipresent, just like Bumrah. And when they need a two-wheeler loan?They’ll Just Zoom.
