L&T Finance Ltd., a non-banking financial company (NBFC), has unveiled its latest TV commercial (TVC), ‘Just Zoom Two-wheeler Loans’, featuring its brand ambassador, Jasprit Bumrah.
The commercial’s tagline, ‘Bumrah Ki Speed Par’, skilfully draws comparisons between Bumrah’s speed and precision and LTF’s quick and easy two-wheeler financing.
The TV commercial was strategically displayed during the ongoing Asia Cup 2025 to maximise effect and reach. L&T Finance is an associate sponsor of the Asia Cup 2025 on Sony TV Broadcast Network’s 13 channels. The TVC shows the important aspects of LTF’s Two-Wheeler Loans, including rapid approval, maximum loan eligibility, and low EMIs beginning at INR 2,199 per lakh. This underwriting speed is powered by LTF’s patented Artificial Intelligence/Machine Learning three-dimensional credit risk assessment engine, ‘Project Cyclops’, which evaluates creditworthiness in real time to deliver on the promise of rapid approvals and a flawless client experience.
The commercial takes place at a two-wheeler dealership, where a consumer raises concerns about the loan process’s pace. The story brilliantly juxtaposes the customer’s loan journey with a live cricket match starring Jasprit Bumrah on a screen. As Bumrah begins his tremendous run-up and delivers the ball, the LTF agent simultaneously completes the whole digital loan application, from document upload to final approval. The loan clearance coincides with the climactic moment when Bumrah dismisses the batter, bringing the campaign’s promise of speed and efficiency to life.
Kavita Jagtiani, Chief Marketing Officer at LTF, said, “Our vision for this film was clear: sharp, direct, and maximum impact. It is a reflection of our Two-wheeler loan proposition itself. We strategically leveraged Bumrah’s image to showcase our commitment to delivering a swift loan process, ensuring our customers that their wait time will be as short and decisive as his run-up to the crease. Over and above this, we are also using artificial intelligence to create exciting and highly personalized customer experiences at every touchpoint with Bumrah.”
An Integrated Marketing Campaign (IMC) with a mix of media buyouts for improved visibility and resonance will be launched in 13 cities: Ahmedabad, Bangalore, Bhubaneshwar, Chennai, Coimbatore, Cuttack, Hyderabad, Kolkata, Lucknow, Patna, Pune, Varanasi, and Guwahati. This involves outdoor hoardings, airport branding in Mumbai, adverts in in-flight publications, metro branding, a WhatsApp Bot for two-wheelers, and social media marketing to increase user interaction.
The company will also hold an AI-powered ‘Bowl Like Bumrah’ tournament. Users can match up with Bumrah’s bowling style and pace for a chance to win amazing rewards. In addition, the company is running a number of activities, such as Bumrah-signed gloves for consumer marketing and an influencer campaign.
