By Our Staff
Muthoot Finance has launched its new campaign that reinforces its unique and core strengths.
The campaign is anchored by actor Amitabh Bachchan, who has been the brand ambassador for the past five years. The new campaign ‘Kholiye Khushiyon Ki Tijori!’ includes four TVCs.
Speaking about the campaign, Alexander George Muthoot, Joint Managing Director, The Muthoot Group, said: “Muthoot Finance has always consciously focused on its own core strengths and key differentiators. We have carefully and consciously built and nurtured some great differentiators and always made efforts to add delight to our customer’s experience with us. The 2.5 Lakh+ customers who are satisfactorily served every single day by our network of 5750+ pan-India branches is one such unparalleled differentiation.”
Talking further about the new campaign, Abhinav Iyer, Senior General Manager – Marketing & Strategy, The Muthoot Group said: “Muthoot Finance has always served as a catalyst that has helped its customers move ahead in life. In general, the gold owned by people stays idle and is not monetised, for reasons like it simply does not cross one’s mind or because of old-world beliefs or social taboos. Our new marketing campaign ‘Kholiye Khusiyon Ki Tijori!’ encourages people to consider Muthoot Finance Gold Loans to realise their dreams and unlock happiness. The campaign nudges loan seekers to unlock their gold lying idle in safes & lockers and in turn let it bring happiness for them by helping them fulfill their personal, family or business needs. In this campaign too we have advocated utilization of this idle lying gold to enable people to do things that can help them move ahead in their lives, giving themselves and their families more happiness and joy. These films have been carefully crafted in an emotive way drawing parallels to real-life emotions that makes them very pleasant for people to relate, despite presenting a core product benefit of Muthoot Finance Gold Loans.”
Muthoot Finance has launched its new marketing campaign. The campaign is anchored by the brand ambassador, Amitabh Bachchan, across three films built around the game of chess to highlight two elephants in its logo. This win in a game of chess using the Elephant is a metaphor for winning in life by trusting the Muthoot Elephant and availing Muthoot Finance Gold Loans to realise your dreams.
Muthoot Finance has entered into a partnership with Red FM to launch a series of real-life inspirational stories that break stigmas around gold loans in India. Muthoot Finance’s brand ambassador Amitabh Bachchan narrates these stories in an all-new avatar.
The Muthoot Group has signed on actor Amitabh Bachchan as its brand ambassador. The actor will be representing the group across various national campaigns.