s image-building exercises go, this is a new category. Shriram Transport Finance is one of the largest, asset-based NBFCs (non-banking finance companies) in India. It has given truck loans to over five lakh truckers across India, yet it's a little-known name. As a result it has come up with a corporate campaign with a media mix of one TVC and five print ads.

The TVC delves into the different stages of the journey of a truck driver and has scenes from across India - Kerala, Rajasthan, Maharashtra and Delhi. Meanwhile, the famous Kishore Kumar song, "Musafir hoon yaaron, na ghar hai na thikana�" plays in the background.... more