How Shriram Transport Finance has…

1. How Shriram Transport Finance has… …transformed the lives of lakhs of truckers … and won the trust of millions of depositors

2. The Challenge • To speak to two completely diverse audiences simultaneously. • The first time trucker • The educated investor • Reassure truckers - without bank accounts or papers - that Shriram Transport would help them become successful and ‘bankable.’ • Reassure the investor that Shriram’s business model is robust and will give good returns.

3. Insight You can build a strong business by serving those at the bottom of the pyramid The Idea • Give dignity to the first time trucker by celebrating his optimism, diligence and honesty. • Demostrate to depositors how the first time trucker - ‘aamaadmi’ - is truly reliable and quite the opposite of what he is made out to be.

4. How the idea was brought to life • A Print campaign was run. It was unique, because • It addressed depositors on one hand and truckers on the other. • It was rational and emotional, simultaneously. • It could be synergistically created in each language. Simultaneously, an emotional TVC was run to showing the truckers journey of life in a sensitive and emotional manner. The old Hindi song ‘JeenaIssikanaamhai’ added to the sense of dignity of the ‘aamaadmi.’

13. Shriram Transport Campaign • Jeenaissikanaamhai TVC

14. Testimonials

18. Results • The number of truckers – customers – have practically tripled within five years to fifteen lakh customers. • Making Shriram, India’s largest asset financing NBFC with an AUM of Rs. 56,000 crores. • STFC’s IPOs have now become legend, with an extraordinary oversubscription within a day (between Rs. 750 – Rs. 1000 crores), generating cash flow for the unique business model