MUMBAI: Financial services conglomerate Edelweiss Group, has signed global actor, Irrfan Khan, as the voice of the customer for its latest SME Business Loans campaign. Irrfan reflects the heart and mind of the New Indian entrepreneur, whose Go getter attitude and determination to succeed is legendary. This is basis customer research which revealed that the new age entrepreneurs and business owners have tremendous faith and belief in their own efforts and hard work, with a never-say-die mind set, despite not always getting the right business support.

Edelweiss empathises with this #CanDo belief system and in a gritty, hard hitting campaign - first seen outdoors, followed by a full-fledged 360 degree campaign including TV, Digital, Radio, Cinema, celebrates the #SpiritofEntrepreneurship of the new-age Indian entrepreneur and business owners who have tremendous faith and confidence in themselves and their endeavors, who aspire to aim high, scale- up and exceed business goals, regardless of any limitations or hurdles.

Edelweiss Group CMO Shabnam Panjwani says, “With a credibility that's hard to rival, Irrfan’s versatility, wide appeal and authenticity, resonates with Edelweiss Group’s value proposition of #BeUnlimited – one that empowers its customers to access a world of unlimited opportunities,”

“Edelweiss was also born out of the determination to do something new, without the backing of any large business house. Both the founders left well paying jobs to pursue the financialisation of India post liberalization. The going wasn’t easy but they persevered and held on to their belief in the potential of the financial markets. Today, Edelweiss is one of India’s largest diversified financial services companies and I am delighted to be a part of this SME loans campaign, one which salutes and celebrates the Indian entrepreneur,” says actor Irrfan Khan.