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Tag: Muthoot Finance

  • Helps launch 'Bharosa India Ka' Campaign

    Madhuri Dixit promotes Muthoot Finance

    By Our Staff

     

    Muthoot Finance has launched a new integrated marketing campaign titled ‘Bharosa India Ka’ featuring actor Madhuri Dixit, who came on board as Brand Ambassador with Muthoot Finance earlier this year.

     

    Speaking about the campaign, Alexander George Muthoot, Joint Managing Director, The Muthoot Group said: “Muthoot Finance is a diversified financial conglomerate and this TVC with Madhuri Ji brilliantly showcases some of our main loan products such as Home Loan, Personal Loan and Vehicle Loan, in addition to Gold Loans. The main idea of this campaign is to reinforce our credentials as a financial supermarket, a brand with unblemished track record and certified as India’s Most Trusted Financial Services Brand for seven years in a row by the prestigious Brand Trust Report. With 20 diversified divisions and 5850+ branches serving 2.5+ Lac customers every day, Muthoot Finance has earned the trust of crores of Indians since inception. Hence, we thought of the campaign tagline as ‘Bharosa India Ka’.”

     

    Added Abhinav Iyer, Senior General Manager – Marketing & Strategy, The Muthoot Group: “‘Muthoot Finance Loans – Bharosa India Ka’ is a special campaign for us since it is our maiden integrated marketing campaign with Madhuri Ji. The campaign features the charismatic Madhuri Ji in an exciting and visually stunning musical TV commercial that showcases our diverse product propositions across our various loan products. Sung by the ever-popular Sunidhi Chauhan, the upbeat and catchy ad-campaign is choreographed and directed by the talented duo – Piyush & Shazia. Besides TV, the campaign will also be carried across print, outdoor, digital, cable and ground activation.”

     

  • 360-degree campaign juxtaposes universal human emotions with fundamental strengths of brand

    Muthoot Finance launches new marketing campaign: ‘Kholiye Khushiyon Ki Tijori !’

    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.”

     

  • Plays chess to highlight the Muthoot Elephant logo as metaphor for winning

    Amitabh in new Muthoot Finance campaign

    By Our Staff

     

    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.

     

    Said Alexander George Muthoot, Joint Managing Director, The Muthoot Group: “Through this clutter-breaking campaign, we present our brand in a distinguished and unique way through the game of chess. Our endeavor is to facilitate people lead a much better quality of life by helping them unlock the true potential of their emotional currency (household gold jewellery) and move ahead in life. Our objective is also to help grow the gold loan category, and being the category leader we consider it as our primary responsibility to lead the way. With +25,000 tons of gold in the form of household jewellery available in India and less than 5% of it being monetised by way of gold loans; the scope for growth is tremendous. I am confident this new communication of ours will pave the way for us to further strengthen our leadership position in the gold loan category.”

     

     

  • Set of inspirational real-life stories narrated by actor Amitabh Bachchan

    Muthoot Finance launches ‘Sunheri Soch’ radio campaign

    By A Corrrespondent

     

    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.

     

    Commenting on the association, Alexander George Muthoot, Deputy Managing Director, The Muthoot Group said: “We have always launched path-breaking campaigns that have brought attitudinal transformation in the lives of people. Gold loans have huge potential as Indian households have 26000 tons of gold and just 2-3% of this is monetised by way of gold loans. We at Muthoot Finance are the guardians of trust who empower society to realise the power of their dreams by unlocking the true value of their emotional currency. Our Sunheri Soch campaign brings inspirational real-life stories to life to help common people realise their dreams”

     

    Added Abhinav Iyer, General Manager, Marketing & Strategy, Muthoot Finance: “Sunheri Soch is a series of life-transforming stories that can inspire a million others. As humans-beings, we feel inspired by great success stories. With a little help from Muthoot Finance, these are people who realised their dreams. With +2.5 Lac customers being served every day, it wasn’t easy to hand-pick a few success stories. Mr Bachchan’s incomparable voice and amazing delivery has just brought in the magical touch to this campaign”

     

    Said Nisha Narayanan, COO & Director, Red FM and Magic FM: “We are excited to announce our collaboration with Muthoot Finance, one of the most trusted financial services brand in India to feature inspirational success stories and break all the prevailing apprehensions associated with gold loans. With deeper engagement being the primary need of clients, we have taken a different approach in sharing some of the extraordinary real stories of Muthoot Finance Gold Loan customers”

     

    Added Ruchi Mathur, Senior VP, Mindshare: “Magic happens when real life and storytelling come together. Especially in times like these when consumers and listeners are looking for something positive to latch on to. With this idea, we are not selling a brand or a product, but we are bringing hope to the many who have a dream, but just need the inspiration and a little help. We at Mindshare Content+ are proud to partner Muthoot Finance Sunheri Soch and hope this platform will bring the change we feel it can.”

     

     

  • Gold loan company Muthoot Finance Ltd, the flagship company of The Muthoot Group, has rolled out a new advertising campaign.

    Muthoot Finance launches new ad campaign, ‘Prarthana’

    By A Correspondent

     

    Gold loan company Muthoot Finance Ltd, the flagship company of The Muthoot Group, has rolled out a new advertising campaign, ‘Prarthana’, with the tag line ‘Sapney aapke, prarthana hamari’ that means ‘your aspirations, our inspirations’.

     

    Conceptualized by the Delhi team of Grey Worldwide, the core objective of this campaign was to present Muthoot Finance as a company that goes beyond just the five minutes that a customer spends while making a transaction in a branch, into the company with a heart. In other words, when Muthoot Finance provides a gold loan to a customer, the customer is always given that loan by Muthoot Finance from the heart and with a prayer that whatever the customer wishes for comes true or gets fulfilled.

     

    Alexander George Muthoot, Director, The Muthoot Group, said, “In today’s day of a transactional relationship between the marketer and the consumer, it was imperative for us to bring out the essence of our company – our essence of trust, of care and of being inclusive. As market leaders and competing at the same time with multiple competitors, it was important for us to differentiate ourselves. The product that we offer is the same but our philosophy is not. The new campaign talks not just about the fact that ‘we give gold loans for anything you need’ but talks about that we care about your dreams and when we give you a gold loan, we pray that the dream that you have seen comes true, essentially bringing forward the core thought of a loan with a heart.”

     

    Amit Akali, National Creative Director & EVP, Grey India, said, “When we met the client for the pitch briefing, we realized that while most ‘Gold Loan’ companies were transactional and atypical moneylenders, almost Shylock like, Muthoot was clearly different. They came from the philosophy that when a client comes to you to pledge his gold, he’s come to you because of a problem, a need or a dream and they were there to find a solution. We did a ‘mystery shopper’ exercise to validate the same and realized that Muthoot employees actually behaved differently; they seemed more concerned about your problems, went out of their way to help, were polite and were ingrained with small ‘human’ practices, like handing out money only with their right hand. We were then ‘clear’ that we need a route that would allow us to bring alive these ‘intangibles’. That’s where the thought of Muthoot employees ‘praying’ for their clients dreams to be realized came from. When it came to the film, we wanted to keep it simple and ‘real’, with ‘real’ characters and show what they actually took loans for.”

     

    To give the six-week campaign a holistic approach, Muthoot Finance has devised a 360-degree marketing campaign that includes Electronic, Print, Radio, Digital, Outdoor etc. The ad will be aired and published across India in local languages.

     

    Agency: Grey Worldwide, Delhi

    Client: Muthoot Finance

    Client Team: Avinav Chaubey, Neha Verma

    Agency Team: National creative Directors: Malvika Mehra & Amit Akali

    Creative Directors: Amit Shankar, Uddalak Gupta & Vishnu Srivastav

    Account Management: Dip Sengupta, Sanghamitra Chakraborty, Aditya Pare & Abhishek Kumar

    Account Planning: Dheeraj Sinha & Divyapratap Mehta

    Films: Samir Chadha & Sharad Shinde

    Production House: Native Films

    Director: Shirsha Guha Thakurta

    Producer: Prithvi Raj Luthra