Sammaan Capital's new ad celebrates the dreams and success of India's middle class

Time of India

20 hours ago

Sammaan Capital
, a financial partner for India's
middle class
, has announced the launch of its brand-new campaign, '
Hum Ho Gaye Kamyaab
' celebrating the dreams, struggles and triumphs of millennials across India.
This campaign highlights the journey of the modern Indian middle class and positions Sammaan Capital as a trusted financial partner that stands by its customers every step of the way.
For generations, the dream of owning a home or growing a business has been deeply embedded in the aspirations of middle-class Indians. These goals go beyond financial milestones—they reflect emotional fulfilment, social standing and core cultural values that shape the Indian identity.
However, even as India emerges as the world's third-largest economy, access to formal credit remains a persistent barrier to true
financial inclusion
. Micro, Small, and Medium Enterprises (MSMEs) significantly contributes to the nation's GDP and generates large scale of employment—still grapple with systemic hurdles in securing the credit they need to grow and thrive.
By leveraging government-backed
housing schemes
that offer tax benefits and subsidies, and forging strategic partnerships, we make homeownership more accessible and help bridge the credit gap that has long hindered true financial inclusion, the company stated in a press release.
We understand that these aspirations go beyond economics—they are about earning respect, gaining stability, and living with dignity. That's why our mission is rooted in the belief that every individual deserves the opportunity to Jiyo Sammaan Se. This powerful tagline reflects our core philosophy: to empower people to live a life of purpose, pride, and possibility, it added.
Sachin Chaudhary
, executive director and chief operations officer, Sammaan Capital speaking about the launch of the new campaign said, 'We understand the pride and aspirations of every middle-class Indian. This campaign is not just about celebrating financial success, but about acknowledging the journey – the struggles, the determination, and the triumphs. With '
Hum Ho Gaye Kamyaab
,' we are not just supporting our customers' financial goals; we are part of their
emotional journey
, helping them realise the dreams that define their future. This film is a salute to the spirit of the middle class; their pride, resilience, and quiet determination. At Sammaan Capital, we're proud to be more than a financial partner; we are enablers of dignity, aspiration, and self-respect.'
The 'Hum Ho Gaye Kamyaab' campaign reflects the transformation of the millennial generation, who started with dreams in the 90s, often singing "Hum Honge Kamyaab Ek Din." Fast forward to the present day, this same generation has worked hard, overcome barriers, and emerged victorious. Many have now built homes, expanded businesses, and fulfilled their long-awaited aspirations. Sammaan Capital celebrates their success with a sense of pride and accomplishment, as they now sing "Hum Ho Gaye Kamyaab."
The campaign showcases their personal journeys – from humble beginnings to the realization of dreams. It highlights the pride of owning a home or scaling a business and positions Sammaan Capital as the trusted partner that fuels these dreams, enabling customers to live with confidence and pride.
Sammaan Capital's 'Hum Ho Gaye Kamyaab' campaign not only celebrates the success of the middle class but also serves as a reminder of the collective spirit of self-respect, pride, and achievement that defines this community. Through its innovative products, customer-centric approach, and understanding of the unique challenges faced by millennials, Sammaan Capital remains committed to fostering a brighter and more prosperous future for India's middle class.
The campaign has been conceptualised by McCann and brought to life by Firecracker Entertainment Pvt. Ltd. Together, they have crafted a visually rich and emotionally powerful narrative that brings the core philosophy of Sammaan Capital — Jiyo Sammaan Se — to life on screen.
Adding further soul to the film is the evocative anthem 'Hum Ho Gaye Kamyaab', sung by Bollywood singer and music composer Amit Trivedi, whose voice lends depth, nostalgia and inspiration to the storytelling.
Watch the video here: