Hiranandani Financial Services launched Desh ki Raftaar in October 2022, a narrative campaign by Cultivate Design honouring India's MSMEs as the nation's
ARCHIVEHiranandani Financial Services Champions India's MSMEs With Desh ki Raftaar
Desh ki Raftaar is a 2022 narrative campaign by Hiranandani Financial Services, created by Cultivate Design and released across audio, digital, and film formats in India, positioning HFS as the connective force sustaining the momentum of the country's micro, small, and medium enterprises on National Small Industry Day, according to LinkedIn.
Launched on October 28, 2022, the campaign anchors its identity in a single cultural truth: India's MSMEs are not merely economic units but the living rhythm of everyday national life, according to Axis Bank In. The campaign title itself — translating loosely as "the pace of the nation" — signals that Hiranandani Financial Services sees its role not as a transactional lender but as a committed partner in sustaining that pace. Rather than leading with product features or interest rates, the campaign leads with purpose, aligning the brand directly with the ambitions of entrepreneurs across India, according to Bengalchamber.
The campaign was created for the Indian market, where MSMEs collectively represent an extraordinary breadth of economic activity spanning manufacturing, services, and trade. By choosing National Small Industry Day as its moment of release, HFS gave the campaign immediate cultural relevance, embedding the brand inside a day of public recognition for the very businesses it serves. The Clapboard Score for Desh ki Raftaar stands at 59 out of 100, reflecting a campaign with a clearly articulated strategic intent and a coherent creative concept, though limited in the breadth of its documented reach and verifiable performance data, according to Economictimes Indiatimes.
ARCHIVEHiranandani Financial Services operates in one of India's most rapidly expanding lending categories. According to data published by the Reserve Bank of India and referenced by investment research firm IMPRI, India's MSME lending market saw sanctioned-loan value grow by approximately 182 percent from FY20 to FY22, reaching an estimated ₹37.29 lakh crore in FY22. That growth trajectory shaped the competitive landscape that Desh ki Raftaar was designed to address.
Private-sector banks intensified their presence in this segment significantly over the same period. According to IMPRI India, private-sector banks' share of MSME loan originations by value rose from 33.6 percent in FY20 to 69.8 percent in FY22, signalling a market in which established institutions such as HDFC Bank and ICICI Bank were aggressively expanding their MSME portfolios. For a challenger finance brand like Hiranandani Financial Services — which, according to publicly available records on Hfs In, began operations in 2019 with branches concentrated in Maharashtra and Gujarat — differentiation through brand positioning rather than rate competition was a logical strategic choice.
The campaign's insight rests on a distinction that larger competitors rarely draw in their communications: that each MSME has a unique need and that financing those needs is an act of enabling collective national progress, not merely a commercial transaction. According to the Ministry of Micro, Small and Medium Enterprises, MSMEs contribute significantly to employment and export activity across India, making them a category with genuine emotional and civic resonance. Desh ki Raftaar exploits that resonance by framing HFS as the unseen but essential thread connecting these businesses to their potential, a positioning that separates the brand from volume-focused competitors who communicate primarily on loan size and processing speed.
Cultivate Design built the Desh ki Raftaar creative around a single visual and conceptual device: a continuous, unbroken thread that moves across frames, linking one MSME business to the next without interruption. The metaphor is deliberate and structurally sound. A thread implies both connection and fragility — it can sustain great weight when woven together, but must never be cut. Positioning HFS as the entity that keeps the thread moving gives the brand a functional and emotional role simultaneously.
The campaign spans audio, digital, and film formats, a multi-channel approach that allowed the thread metaphor to operate differently across each medium. In film, the visual continuity of the loop could be rendered literally, with the thread passing through workshops, storefronts, and delivery routes. In audio, rhythm and continuity of narration replicate the same sense of unbroken movement. Across digital placements, the device could be adapted to shorter formats while preserving the core idea of connectivity and dependability. This format versatility is a mark of a concept with genuine creative elasticity.
Production credits for the Desh ki Raftaar campaign are not publicly documented beyond the agency attribution to Cultivate Design. What is evident from the campaign's construction is that the creative direction prioritised symbolic economy — one device, one idea, multiple executions — over spectacle. The choice to release the campaign on National Small Industry Day in India also reflects a degree of cultural planning that elevates execution beyond the purely aesthetic. The campaign's single media asset, as recorded in the Clapboard archive, suggests a focused rather than sprawling production, consistent with the precise, loop-based visual logic at its core.
No independently verified performance data for the Desh ki Raftaar campaign — such as media reach figures, conversion metrics, or brand lift studies — is publicly available. No verified award recognitions for this campaign have been documented in publicly accessible industry records.
What the Clapboard archive does record is that the campaign listing accumulated 422 views and 2 likes within the platform, according to Clapboard's own editorial data. These figures reflect archival engagement rather than campaign performance in market, but they indicate a modest level of industry awareness of the work. The Clapboard Score of 59 out of 100 positions Desh ki Raftaar as a campaign with above-average strategic coherence but limited documented impact — a score consistent with work that achieves clarity of purpose without extensive evidence of scaled execution or measurable market response.
Structurally, the campaign's effectiveness rests on its timing, its conceptual precision, and its category positioning. Releasing on National Small Industry Day in India gave HFS a credible platform to speak to MSMEs without the campaign feeling opportunistic. The continuous thread device creates a memorable visual grammar that, if applied consistently, could compound brand recognition across future executions. For a finance brand founded in 2019 and still expanding its geographic footprint across India, a campaign that builds emotional equity with the MSME community represents a rational allocation of brand-building effort in a market where trust and relatability are primary purchase drivers in business lending.
Desh ki Raftaar is a 2022 narrative campaign by Hiranandani Financial Services, created by Cultivate Design. Released across audio, digital, and film formats in India on National Small Industry Day, it positions HFS as the connective financial force sustaining the momentum of the country's micro, small, and medium enterprises.
Cultivate Design created the Desh ki Raftaar campaign for Hiranandani Financial Services. The agency developed the campaign across audio, digital, and film formats, building the work around a continuous thread device that visually connects different MSME businesses to represent interdependence and economic momentum across India.
Hiranandani Financial Services targets MSMEs because they represent a rapidly growing lending segment in India. According to IMPRI India, MSME loan originations by value rose sharply between FY20 and FY22. HFS positions itself as a partner in MSME growth rather than a transactional lender, differentiating from larger competitors including HDFC Bank and ICICI Bank.
Desh ki Raftaar was published on October 28, 2022, in India. Hiranandani Financial Services released the campaign on National Small Industry Day, a date that gave the work immediate cultural relevance and a credible platform for speaking directly to the micro, small, and medium enterprise community the brand serves.
Desh ki Raftaar received a Clapboard Score of 59 out of 100. The score reflects the campaign's clear strategic intent and coherent creative concept — particularly the continuous thread device — while noting limited publicly documented reach metrics and the absence of verified award recognitions for this Hiranandani Financial Services campaign.
Desh ki Raftaar uses a continuous, unbroken thread that moves across frames linking different MSME businesses to one another. Cultivate Design employed this device to represent the interdependence and dependability of India's small business ecosystem, with Hiranandani Financial Services positioned as the force that keeps the thread moving and the loop unbroken.
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