Cricket and credit converge as Moneyboxx Finance steps onto the T20 pitch with purpose, bridging aspiration and access in rural India.
National, June 13, 2025 , In a strategic move underscoring its grassroots vision, Moneyboxx Finance Ltd., a BSE-listed NBFC specializing in micro-entrepreneur lending, has entered the sports sponsorship arena by partnering with two regional cricket franchises: Anmol Kings Halar (Saurashtra Pro T20 League) and Sobisco Smashers Malda (Bengal Pro T20 League).
The campaigns, which run from June 7 to 20, mark a bold departure from traditional branding approaches. Rather than focusing solely on visibility, Moneyboxx’s initiative is rooted in emotional relevance, embedding its brand alongside dreams taking shape on the cricket field and in India’s heartland bazaars.
“Cricket and credit may seem like distant worlds, but they share a common theme: belief, opportunity, and breakthrough, ” says Mr. Mayur Modi, Co-Founder of Moneyboxx Finance Ltd. “We’re not just advertising, we’re amplifying ambition where it matters most.”
Tapping into Regional Passion
By investing in Saurashtra and Bengal’s rising T20 circuits, Moneyboxx isn’t chasing eyeballs, it’s nurturing loyalty. These regional teams command fierce local followings, and aligning with them puts Moneyboxx in direct touch with its primary demographic: small-town entrepreneurs and underserved communities.
The trouser branding on both teams provides Moneyboxx with not just visual placement but cultural participation. Cricket is more than a game in India; it is an emotional epicenter. This strategic convergence allows the company to embed its mission into the passions of Bharat’s Tier 2 and Tier 3 towns.
A Purpose-Driven Campaign
Moneyboxx Finance serves micro and small enterprises, livestock owners, kirana shopkeepers, rural artisans, who are often outside the radar of traditional banking. With loans ranging from INR 1–10 lakh, the company has disbursed growth capital across 12 states, including Gujarat, West Bengal, Rajasthan, and Uttar Pradesh.
As of June 2025, Moneyboxx operates 163 branches in semi-urban and rural regions, enabling a deep physical footprint that resonates with the local cricketing fervor. The T20 campaign furthers this presence not just in a marketing sense but as a trust-building initiative.
Sport as a Platform for Inclusion
India’s T20 leagues are no longer just about competition, they’re about representation. Much like micro-entrepreneurship, cricket at the regional level is fueled by hustle, grit, and community pride. Both reflect India’s everyday aspirations.
Moneyboxx’s choice to sponsor these teams sends a strong signal: financial inclusion is not a boardroom narrative, it’s a grassroots action plan. The move is especially significant at a time when India is striving to formalize its vast informal economy.
From Brand Exposure to Brand Experience
Instead of traditional mass media campaigns, this partnership allows Moneyboxx to engage authentically. Viewers in Gujarat and West Bengal aren’t just seeing a logo, they’re experiencing a brand that champions their story.
This shift from exposure to experience is critical in an era of attention fatigue. Emotional connections now drive consumer trust more than frequency of ad impressions.
Financial Empowerment: On and Off the Field
Moneyboxx believes that talent and tenacity deserve a platform, whether it’s a batsman in Halar or a weaver in Malda. The slogan “Dreams deserve a chance, whether on the cricket field or in the bustling marketplace” encapsulates the company’s dual vision: sports as inspiration, finance as enabler.
As grassroots cricket produces India’s future stars, Moneyboxx continues funding future business leaders from the same regions.
Moneyboxx Finance Ltd. is a non-deposit-taking, base-layer NBFC listed on the Bombay Stock Exchange. With a mission to transform credit access in underserved India, it provides secured and unsecured business loans to micro-entrepreneurs across agriculture, retail, manufacturing, and services sectors.
Headquartered in Gurugram, Haryana, its operational strength lies in its deep market understanding, data-backed underwriting models, and a human-first lending approach.
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