L&T Finance Ltd. (LTF) unveiled a new television commercial for its business loan product featuring Indian cricket star Jasprit Bumrah. The campaign, titled “Aapke Business Ka Game Changer,” aims to position LTF’s business loan offerings as transformative solutions for entrepreneurs. The shares of L&T Finance Limited closed Thursday at ₹163.25 up by ₹4.65 or 2.93 per cent on the NSE. New marketing initiative The new marketing initiative highlights key features of LTF’s business loans, including a fully digital application process, quick loan disbursement, and an app-based withdrawal facility designed to meet various business needs. The commercial draws parallels between Bumrah’s game-changing abilities in cricket and LTF’s ambition to be a catalyst for business growth. Sudipta Roy, Managing Director and CEO at LTF, emphasised that reliable financing is essential for businesses to thrive in today’s economic landscape. The company aims to serve as a strategic partner for entrepreneurs facing challenges from market fluctuations and cash flow management. Chief Marketing Officer Kavita Jagtiani explained that Bumrah was selected as brand ambassador because he embodies the reliability and performance qualities that align with their business loan offerings. The campaign will be broadcast on business news channels and supported by extensive outdoor advertising including hoardings and airport branding in Mumbai and Delhi. LTF is also launching digital marketing efforts featuring Bumrah across social media platforms and through influencer partnerships in major cities including Mumbai, Delhi, Bengaluru, and Kolkata. L&T Finance Ltd. is a leading NBFC in India with an AAA credit rating from four rating agencies. Published on April 17, 2025