Seasonal Stories, Enduring Empathy

Home Credit India CMO Ashish Tiwari shares his insights on brand building, core principles, agency selection and funding:

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Ravi Lalwani: Briefly describe your 3 recent favorite brand building initiatives.

Ashish Tiwari: At Home Credit India, we believe that a brand is built on meaningful connections rooted in deep consumer insights and relevance. One of our most impactful initiatives is the Great Indian Wallet 2025, our flagship annual study that offers a deep, data-backed view into the evolving financial lives of lower-middle-class Indians. The 2025 edition highlights how this segment is becoming increasingly digital, aspirational, and financially disciplined.

Another significant initiative is our summer brand campaign Upgrade Karein Life Ke Scenes, built around relatable everyday challenges that households face during the peak summer months. By showcasing how small lifestyle upgrades can ease these moments, we positioned our financial solutions as accessible enablers of day-to-day improvement, reinforcing our #ZindagiHit brand promise.

Our recent festive campaign #UpgradeWaaliDiwali captures Diwali as a moment for buying new products as well as strengthening family bonds and sharing responsibilities. The campaign highlighted how thoughtful upgrades and shared effort can make celebrations more meaningful.

Describe 2 WIP brand-building initiatives.