IndoStar Capital Finance Limited believes every life deserves to take-off, in latest brand campaign

25 Jan,2018

By A Correspondent


IndoStar Capital Finance Limited has unveiled its new brand positioning that signifies of IndoStar as a Non-Banking Financial Company (NBFC).


Conceptualised by Grey, the new brand campaign refers to the upward change of trajectory that IndoStar initiates through its advice and products.


Said R Sridhar, Executive Vice-Chairman and CEO, IndoStar Capital Finance Limited: “As our offering moves to B2C, we felt a need to communicate in a succinct and lucid manner. We wanted our brand identity to be distinctive and have a consumer friendly touch and GREY has helped us in doing just the same. Our new tagline “Life ka Take-Off” reflects our commitment and responsibility to lead the transformational growth in the lives of our customers by offering the best of advice and products. We are happy to associate with GREY which has done a magnificent job in portraying IndoStar to the outside world.”


Adding about the new campaign, Sandipan Bhattacharyya, Chief Creative Officer, Grey said: “Our starting point was the new purpose of IndoStar and how we could humanize it and, translate it into a gesture that captures the soaring spirit of middle India. The team then used slices of peoplesÂ’ ambition to embed this gesture, hopefully into popular culture. ‘Life ka take-off’ is a campaign that’s encouraging, reassuring and positive; just the kind of thrust millions of Indians need today”.



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