Mumbai, 23rd February 2026: Shriram Finance (SFL), the flagship company of the Shriram Group has launched its new integrated campaign, ‘Shri Aarambh Loans’, reinforcing its expansive suite of Commercial Vehicle Loans that brings together vehicle financing along with tyre, fuel, challan, insurance and repair support under one structured proposition for trucking and transport community. The campaign highlights the everyday realities of truck drivers and positions Shri Aarambh as more than just a vehicle loan, but a financial partner that helps keep their business moving.
For truck drivers and small transport operators, a vehicle is their primary source of livelihood. The name ‘Shri Aarambh’ reflects this sentiment. ‘Shri’ anchors the initiative to Shriram Finance’s legacy, while ‘Aarambh’ signifies an auspicious new beginning. The campaign underscores the idea that every challenge on the road, whether due to fuel costs, maintenance issues, or unforeseen disruptions, can also become an opportunity to restart when the right financial support is available.
At the centre of the initiative is a musical brand film translated into eight Indian languages – Hindi, Marathi, Gujarati, Bengali, Kannada, Malayalam, Telugu and Tamil, capturing the shared experiences of truck drivers across regions. While routes and geographies may vary, the anxiety of a stalled vehicle and the determination to keep moving are universal. The media strategy focuses on digital platforms and key transit touchpoints, mapping each medium to how truck drivers and small fleet owners actually discover content, stay informed, and transact for their business needs. The campaign’s recurring line, ‘Ghoomega Pahiya’ (घूमेगा पहिया), reflects resilience and continuity, reinforcing the message that with the right support, the wheel of life keeps turning.
The campaign has been conceptualised and executed by Leo India and has been rolled out pan-India. The media strategy focuses on digital platforms including YouTube, Meta, ShareChat-Mauj and OTT platforms such as Sun NXT, alongside ecosystem-driven platforms like TruckDekho and Paytm where the core audience is active. Outdoor visibility has also been deployed across select states and national highways, transport hubs and dhabhas, key touchpoints within the transport and trucking ecosystem.
Commenting on the launch, Elizabeth Venkataraman, Executive Director – Marketing, Shriram Finance, said “Truck drivers and small fleet owners form the backbone of India’s logistics ecosystem. With Shri Aarambh, we wanted to reinforce our proposition that goes beyond financing a vehicle and supports the entire business lifecycle of anyone from the trucking and transport community. The campaign reflects our commitment to standing by our customers and enabling new beginnings even during challenging moments.”
The campaign aligns with Shriram Finance’s brand philosophy, ‘Judenge Udenge’, reinforcing its commitment to empowering customers and supporting their growth journeys.
With Shri Aarambh Loans, Shriram Finance aims to strengthen its position as a long-term partner to India’s trucking and transport community, helping ensure that the wheels of enterprise continue to move forward.
