L&T Finance Partners with The Media Ant for a 360 Integrated “Just Zoom” Two Wheeler Loan Campaign During Asia Cup 2025
FOR IMMEDIATE RELEASE
Executed with The Media Ant, the integrated TV, outdoor, transit, and digital campaign leveraged Jasprit Bumrah’s speed to position instant two wheeler loans at scale
Bangalore, India – December 2025
L&T Finance, one of India’s leading financial services brands, executed a large scale brand awareness and consideration campaign for its two wheeler loan offering, Just Zoom, in partnership with The Media Ant. The campaign was designed to position L&T Finance as the go to choice for fast, simple, and hassle free two wheeler financing.
The objective of the campaign was to increase awareness of L&T Finance’s easy financing solutions, drive loan enquiries, and transform the perception of two wheeler loans from a complex financial product to one associated with speed and convenience. The campaign aimed to create a strong association between speed and service by leveraging India cricketer Jasprit Bumrah as the face of the initiative.
The campaign ran during September and October 2025, coinciding with Asia Cup 2025, a high viewership sporting event that included historic India Pakistan matchups across three consecutive weekends. The timing enabled the brand to dominate attention during one of cricket’s most emotionally engaging periods.
The campaign covered a pan India geography, with strategic focus on 14 key cities, including Mumbai, Delhi NCR, Bengaluru, Chennai, Hyderabad, Kolkata, Ahmedabad, Pune, Lucknow, Patna, Bhubaneswar, Cuttack, Coimbatore, Guwahati, and Varanasi.
The target audience included working professionals, gig economy workers, and aspiring two wheeler owners, with messaging designed to appeal to consumers seeking quick and convenient loan approvals.
To deliver high impact visibility and frequency, the campaign leveraged a multi platform media mix, including television, outdoor, transit based BTL media such as buses, cabs, and metro interiors, airport media, and digital platforms.
At the core of the strategy was a contextual speed led approach. During Asia Cup matches, Aston bands featuring L&T Finance were timed specifically with Jasprit Bumrah’s bowling spells, creating a subconscious yet powerful link between Bumrah’s speed and the brand’s loan processing speed. This association was reinforced through outdoor and transit media placements that ensured the message was visible across daily commute touchpoints.
Television execution included associate sponsorship across 18 of 19 Asia Cup matches, delivering consistent presence across 13 Sony Network channels, with over 100 seconds of brand visibility per match. Outdoor execution featured 80 high impact installations across 14 cities, including premium visibility at Mumbai T1 Airport. Transit media extended the campaign into daily mobility through branded buses, cabs, and metro interiors.
The campaign delivered exceptional results. L&T Finance achieved 9.6 million reach in key cities at three plus frequency, with 80 percent of the target group reached at three plus frequency across media. Television alone delivered 61 percent reach at three plus frequency, exceeding planned benchmarks, while the campaign generated 179 million impressions, the highest reach recorded in L&T Finance’s history.
Metro markets outperformed pan India averages, with Mumbai achieving 89 percent reach, followed by Kolkata, Karnataka, Hyderabad, Delhi NCR, Chennai, and Bengaluru. The Asia Cup finals added an incremental 23 million reach, further amplifying campaign impact. On social media, Just Zoom trended during match days, reinforcing recall and organic engagement.
Speaking on the campaign, a spokesperson from The Media Ant said,
“By aligning L&T Finance with moments of peak emotional engagement during the Asia Cup, this campaign successfully transformed a functional financial product into a high energy, high recall brand experience. The integration of television, outdoor, and transit media ensured that speed was not just communicated but consistently experienced.”
The campaign demonstrated the power of contextual timing, integrated media execution, and celebrity association in driving large scale brand impact within a highly competitive financial services category.
About L&T Finance
L&T Finance is a leading financial services company in India, offering a wide range of lending, investment, and insurance solutions. Backed by the Larsen and Toubro Group, the brand focuses on delivering reliable and customer centric financial products across the country.
Media Contact:
The Media Ant
Email: marketing@themediaant.com
Website: themediaant.com
