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Tag: Muthoot finance

  • Muthoot Finance unveils ‘Gold Loan Kamaal, Doosre Loan Bemisaal’ campaign

    Muthoot Finance unveils ‘Gold Loan Kamaal, Doosre Loan Bemisaal’ campaign

    Mumbai: Muthoot Finance has launched the ad campaign ‘Gold Loan Kamaal, Doosre Loan Bemisaal’ featuring Amitabh Bachchan. The campaign includes three films that highlight financial offerings beyond gold loans, including gold overdraft loan, personal loan, and loan against property.

    This initiative aims to educate customers about the convenience of these loan products and reinforces Muthoot Finance’s commitment to inclusive financial solutions. Each ad features Bachchan delivering key messages about the benefits of these offerings.

    The Muthoot Group joint MD Alexander George Muthoot said, “With its rich and unmatched legacy of more a century, Muthoot Finance has positively impacted the lives of millions of customers through its plethora of products and services. Our new campaign not only highlights the brand’s leadership in the Gold Loan segment but also offers a sneak peek into the diverse offerings. Our goal is to be a one-stop financial supermarket for our customers’ diverse credit requirements. These innovative products such as gold overdraft, personal loan and loan against property coupled with our strong presence Pan-India, reinforces our position as a diversified financial services conglomerate to serve millions of customers every day.”

    The first film focuses on leveraging gold assets with an overdraft facility, charging interest only on the withdrawn amount, ideal for business owners. The second film highlights the quick process for personal loans to meet financial needs. The third film emphasises loan against property, enabling customers to secure larger loans by leveraging real estate for their goals.

    The Muthoot Group senior general manager – marketing and strategy, Abhinav Iyer said, “While Muthoot Finance has widely been recognised for its gold loans, the ‘Gold Loan Kamaal, Doosre Loan Bemisaal’ campaign is a strategic effort to popularize our other loan products too. With Mr. Amitabh Bachchan’s charismatic presence in these films, we hope to resonate with our diverse customer base and demonstrate how the versatility of our loan products can truly transform their financial decision-making. Each ad film has been crafted to connect with our audiences on a personal level and we are confident that this campaign will reinforce our brand’s position as a trusted leader in the financial services space.”

    Muthoot Finance operates over 6,759 branches and serves more than 2.5 lakh customers daily, earning the title of India’s number one Most Trusted Financial Services Brand for eight consecutive years, according to TRA’s Brand Trust report. Building on this trust, Muthoot Finance’s new campaign emphasizes that while gold loans are notable, their other credit solutions also offer exceptional value and reliability.

  • Muthoot Finance launches two ad films for Bharosa India Ka campaign

    Muthoot Finance launches two ad films for Bharosa India Ka campaign

    Mumbai: Muthoot Finance, India’s gold loan NBFC has launched two powerful ad films as part of its ‘Bharosa India Ka’ brand campaign featuring brand ambassador Madhuri Dixit.

    The campaign, a testament to Muthoot Finance’s enduring legacy in the financial services sector, is a heartfelt acknowledgment of the unwavering trust and preference shown by its customers. It also serves as an expression of gratitude towards the millions who have made Muthoot Finance their first choice for financial solutions.

    The twin ad films reinforce Muthoot Finance’s position as a reliable partner in the financial services sector. The first ad film focuses on removing doubt from decision-making and the second film delves into the emotional significance of gold as a generational asset. Together, they present a compelling message of the enduring trust Indians place in gold and Muthoot Finance’s reliability.

    Speaking about the new campaign, The Muthoot Group joint MD Alexander George Muthoot expressed, “Our ‘Bharosa India Ka’ campaign goes beyond showcasing our diverse range of services; it highlights the assurance that comes with each offering. This unwavering trust, built over decades, drives us to innovate and enhance our customer service continually. The universality of our message conveyed by Madhuri Dixit, as the face of our campaign, embodies how we’ve become an integral part of our customers’ lives, enabling them to make confident financial decisions. It also reflects our commitment to delivering reliable financial services and underscores our dedication to empowering customers and communities alike.

    Backed by the company’s expansive network of over 6000 branches and daily service to more than 2.5 lakh customers nationwide, Bharosa India Ka campaign celebrates Muthoot Finance’s recognition as India’s number one most trusted financial services brand for eight consecutive years, as per TRA’s Brand Trust Report.”

    The Muthoot Group senior general manager – marketing and strategy Abhinav Iyer added, “Our aim with these ad films is to acknowledge and assure our customers of the trust that they have reposed in us over centuries. The ad films, with Madhuri Dixit bringing her characteristic grace and appeal, drive the message that at Muthoot Finance, trust isn’t just promised – it’s delivered. Bharosa India Ka brings together a brand film and a product film – both interestingly conveying why Muthoot Finance gold loan is undoubtedly the most trusted choice of India.”

  • Ganesh Chaturthi: Branding with a blessing

    Ganesh Chaturthi: Branding with a blessing

    Mumbai: Ganesh Chaturthi, one of the most celebrated festivals in India, is characterised by elaborate processions, colorful decorations, and the installation of intricately crafted Ganesha idols in homes and public places.

    Brands have recognised the cultural significance and widespread enthusiasm surrounding Ganesh Chaturthi, and they are leveraging this grand occasion in various ways.

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    Muthoot Finance

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  • Muthoot Finance launches ‘Bharosa India Ka’ campaign with Madhuri Dixit

    Muthoot Finance launches ‘Bharosa India Ka’ campaign with Madhuri Dixit

    Mumbai: Muthoot Finance has launched a new integrated marketing  campaign titled Bharosa India Ka featuring Madhuri Dixit, who came on board as brand ambassador with the brand earlier this year.

    Over the years, with over 72 crore people (including repeat customers) having benefitted  from its products and services, and with over 2.5 lakh people reaffirming faith in the brand  on a daily basis, across the length and breadth of the country, Muthoot Finance enjoys  immense trust of the people. The recent certification granted to Muthoot Finance, as the  No. 1 Most Trusted Financial Services Brand by The Brand Trust Report 2023, for a seventh year running is testimony of the trust the brand has ‘earned’ over a long period of time.

    The 360-degree campaign, Bharosa India Ka, launched on 1 August 2023 is a humble  recognition of this trust, as also a way to express the brand’s gratitude towards people  who have maintained their preference and faith in Muthoot Finance. The campaign  reaffirms the brand’s traditional leadership status in the Gold Loan segment while bringing  attention to its various loan offerings such as Housing Loans, Personal Loans, and Vehicle  Loans as well as providing Gold Loan at Home services.

    Mindshare CEO South Asia Amin Lakhani said, “It is with great excitement that my team  and I look forward to “Bharosa India Ka” which is the latest integrated marketing  campaign from Muthoot Finance. The campaign through its powerful creative effortlessly  brings out the key distinction of Muthoot Finance truly being a Financial supermarket with  an unparalleled distinction of being the most trusted brand. We firmly believe that to create maximum impact, the message as strong as this should  be served to the target audience in its entirety. Through our 360 degree amplification  across all relevant mediums, Mindshare will strive to ensure that this campaign reaches  out to the maximum audiences ensuring maximum exposure and highest ROI for the  brand.”

    Speaking about the campaign, The Muthoot Group joint manager Alexander George Muthoot said, “Muthoot Finance is a 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 an  unblemished track record and certified as India’s Most Trusted Financial Services Brand  for 7 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 its inception. Hence, we thought of the campaign tagline  as “Bharosa India Ka”.

    Madhuri Ji will showcase the brand in a very interesting and vibrant avatar to connect  with a cross section of audiences and specially female audiences whom Muthoot Finance has truly empowered from a women empowerment perspective too. The flagship product  of Gold loans are a great way to enable women to unlock the true potential of their  emotional currency and realise their dreams and aspirations. The Bharosa India Ka  campaign embodies the larger essence of our brand’s legacy of trust and confidence  customers have in our various products and services.”

    Muthoot Group senior general manager – marketing & strategy Abhinav Iyer further added, “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. Besides amplifying the different loan categories, the ad film also showcases  key features of Muthoot Finance’s services, like minimal documentation, zero hidden  charges, hassle-free process & instant disbursement, Loan at Home facility amongst  many others. Sung by the ever-popular Sunidhi Chauhan, the upbeat and catchy  number 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.” 

  • The Muthoot Group goes bullish on OOH for ‘Gold Loan is Good’ campaign

    The Muthoot Group goes bullish on OOH for ‘Gold Loan is Good’ campaign

    NEW DELHI: The economy has been hit by Covid2019 due to which not only has spending declined but the loan market also took a hit. Banking on this, The Muthoot Group’s recent campaign ‘Gold Loan is Good’, featuring Amitabh Bachchan, looks at chasing away apprehensions associated with gold loans and encouraging more people to make use of the gold stored in their homes. Surprisingly, it is one of the few brands that chose to focus on OOH.

    The Muthoot Group’s general manager- marketing and strategy, Abhinav Iyer says that the primary objective of launching this campaign was to increase the overall gold loan category. “There is over 26,000 tons of gold with Indian households and less than two to three per cent of this is monetised. Hence, there is a huge market opportunity that remains untapped. Secondly, the objective is to dispel the various misplaced apprehensions associated with gold loans that often come to the minds of first-time gold loan takers and finally, but most significantly, to project gold loans as a 'Good Smart Option, as against being the Last Option' for seeking financial credit.” 

    It is live on television, digital, print, OOH, transit media and select forms of BTL promotions. However, Muthoot Finance went big on OOH though people are mostly still indoors.  Executed by Brandscope throughout India, the hoardings are visible across 50 cities on more than 200 sites.

    “If you look at it in silos, outdoor may come across as an outlier. It is important to see our OOH investment in conjunction with our overall media mix. Our OOH investment is part of our larger integrated marketing campaign for Gold Loan is Good. It is one of the five to six mediums handpicked to launch our new advocacy-based communication. In actual terms, the investment is substantial considering current times, but from a percentage share to overall media investment perspective; it is modest. Having said that, our digital investments, too, have grown notably post-Covid2019 to cater to the rising digital media consumption trends,” says Iyer.

    “Besides traditional OOH, we have also included a few DOOH sites and some interesting innovations. Outdoor is a great recall medium and with phased unlocking measures, people have started stepping out and since we received some great deals, we chose to leverage this medium as well, to the maximum possible extent,” he adds.  

    The company has also launched a mega radio campaign called ‘Muthoot Finance Sunheri Soch’ exclusively on Red FM. Sunheri Soch is a series of inspiring, real-life stories of courage, hope and positivity. Narrated by Bachchan, these are stories of common men and women who took a gold loan from Muthoot to achieve their dreams and progressed in life. An especially made Sunheri Soch anthem has also been launched with Bachchan and RedFM’s top RJs saluting the courage of successful people who have achieved their dreams in highly challenging circumstances.

    Iyer claims that since the time of the pandemic a number of financial services players have shifted their focus to gold loans. “Overall, the media landscape is certainly under stress but we have great partners who stitched some good deals thereby helping us get maximum value for our investments,” he shares.

  • Muthoot Finance launches ‘Sunheri Soch’ with Red FM

    Muthoot Finance launches ‘Sunheri Soch’ with Red FM

    NEW DELHI: Muthoot Finance has entered into a unique partnership with RED FM to launch a series of real-life inspirational stories that break stigmas around gold loans in India. With ‘Muthoot Finance Sunheri Soch’ campaign, the financial services conglomerate brings highly successful stories of various common men & women who dreamt big and made their dreams come true by availing gold loans from Muthoot Finance.

    Sunheri Soch aims at encouraging and educating masses about actively adopting gold loans and realising their dreams. The campaign is a series of inspiring, real-life stories of common people who took a gold loan from Muthoot Finance and moved ahead in life. Muthoot Finance’s brand ambassador Shri Amitabh Bachchan beautifully narrates these stories in an all-new avatar. As part of this campaign, a melodious Sunheri Soch anthem was launched with Red FM’s top RJs saluting the courage of these successful people who have achieved their dreams in highly challenging circumstances. Sunheri Soch is a celebration of their achievement, and Muthoot Finance is proud to be a catalyst in this journey of millions of Indians.

    The Muthoot Group deputy managing director Alexander George Muthoot 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 & 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”

    Muthoot Finance general manager, marketing and strategy Abhinav Iyer added, “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”

    Red FM and Magic FM, COO and director Nisha Narayanan commented, “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”

    Mindshare Senior VP Ruchi Mathur said: “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”

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  • IPL 2018: Team sponsorship deals may see an uptick

    IPL 2018: Team sponsorship deals may see an uptick

    MUMBAI: With barely two months to go before the eleventh season of the Indian Premier League (IPL) starts in April 2018, brands have begun their hunt to pick their favourite team to bid on and are rapidly putting together deals. The bigger team you pick, the more chances of your brand being visible on the field and earning you brownie points in the eyes of viewers and consumers. 

    A lot is riding on this year’s season for sponsors as the T20 tournament has gone on to become the fifth most popular sports event in the world with more than 335 million viewers and the number only seems to be increasing every year. Last year, Star India won the global IPL media rights for Rs 16,347 crore for a period of five years. Since this is the first time both the TV and digital rights are with a single broadcaster, better synergies can be drawn between the TV and digital campaigns.

    Gameplan Sports director Jeet Banerjee projects a rise in the sponsorships amount that brands will pay to teams this year as compared to previous seasons. “The amount will differ from team to team, but it will be in the range of 15-25 crores per annum,” he believes. 

    According to an industry source who did not wish to be named, however, principal sponsor deals this year between teams and brands could range from Rs 8-12 crore per annum, more in line with previous years.

    Chennai Super Kings (CSK) and Mumbai Indians (MI), according to another source, are on their way to complete their inventory for the year 2018 with new sponsors and partners.

    As the five-year deal between MI and Videocon d2h has come to an end, a new innings for Samsung has begun this season. Samsung, which was the official partner for MI, has now become the team’s lead sponsor. The team has a list of official partners including Performax, Kenstar, Taiwan Excellence and Usha.

    Although Kingfisher is sponsoring all major teams this season as well,  Royal Rajasthan and Chennai Super Kings that are making a comeback this season are also interested in sponsoring with Kingfisher and the brand is in talk with teams to consider it.

    United Breweries Group chief marketing officer Samar Singh Shekhawat believes IPL is the perfect sport for the brand to invest in as the league is all about fun, glamour, colour, youth and energy. Because the brand is not allowed to do television and other traditional advertising for its product due to government regulations that prohibits any alcohol advertising on the platform, IPL works best for the company.

    The brand is considering a lot of on-ground activation this year and is working and debating with 3-4 agencies that have pitched presentations for UB.

    Radio station radio city 91.1fm’s five-year official partnership deal with the Mumbai Indians ended this year but is said to be in discussions with the team to renew the partnership.

    While CSK has Muthoot Finance as its principal team partner, the right chest of the team’s jerseys will bear the logos of India Cement, which has come on board as the team’s official cement partner, and Gulf, which is its official lubricant partner. Other partners include Nippon Paint as the official paint partner, Equitas as the official retail banking partner, HIL as the official partner and ACT Fibernet as the official connectivity partner.

    This season, Kings XI Punjab (KXIP) has water purifier brand Kent RO as its title sponsor while detergent brand Fena, Royal Stag and Lotus Herbals have come on board as official partners and will be featured on the team’s jerseys. The team, with its fresh squad, is planning to change its team name and shift its base out of Punjab.

    Sony Pictures Network successfully managed to elevate the IPL’s position year after year. The turn of events is going to be interesting now with Star India planning to make the IPL a six-month-long fiesta with new-age technology, putting fans at the heart of the experience.

    Also Read :

    Star ushers in IPL’s new era with a bang

    Star India gets IPL to change match timings for 11th edition

    IPL auction: Gayle to play for KXIP, Unadkat most expensive Indian player

  • PKL sponsors and partners cross 100-mark

    PKL sponsors and partners cross 100-mark

    MUMBAI: Star India chairman & CEO Uday Shankar has this uncanny ability to see  opportunity where many do not. For many years, TV broadcasters had only one sport which could be monetised: cricket. Which was a major limiting factor to developing  the overall Indian sports and sports broadcasting ecosystem. Hence, he and team Star India looked around for indigenous sport that could be developed around six years ago.

    One of the properties that popped up was kabaddi, a highy underdeveloped sport, which was being pushed by a company called Mashal Sports and industrialist Anand Mahindra. Shankar saw a lot of promise in the venture and today he can be rightfully be pleased with what has been achieved.

    “When we started out, it was difficult to get corporations to own franchises,” says Shankar. “Anand used his personal charm to get folks on board. But this year, when we added four teams, a large number of top corporates and individuals were very keen. We had a problem of plenty. “

    Not just owners. Even brands have been hopping on board to back the Vivo Pro-Kabaddi League (PKL)  as it has been gaining viewership from the first season to the ongoing fifth season. 

    The need for looking at the commercial aspect of sports and supporting it for the sake of business and branding, packaging and cultivating viewership were some of the ideas which have been proven on the ground — by Star India and the Kabaddi franchises.

    In Season 1, PKL hardly had any sponsor and partner, but, with the traction it has got for the past couple of seasons, it has managed to cross 100-mark in Season 5 including individual teams sponsors and partners.

    Talking to Indiantelevision.com, Unilazer Sports CEO Supratik Sen said, “All the sponsors including jersey sponsors, on-ground, and title sponsor for UMumba has a range of Rs 8 million to Rs 20 million which is generally applicable for all the other teams.”

    Vivo PKL Season 5 has seen many late-entrant brands as sponsors and partners. Brands are aware that PKL is the only major non-cricketing event dominating in the present times.

    Corporates, of course, support events for the sake of building their brands. Given the demographics in India, advertising was done for more visibility. “For the sake of going the whole hog into sports promotion,” an analyst says, “the complete supply chain would need to be looked at – from scouting for talent to sports good manufacturing etc. to CSR.”

    Remarked Sen: “The team performance helps to get the brands on board. From Season 2, we were pretty much close to breaking even, but it was notional. But now, the reach of sports has become more important instead of breaking even (and profits),” Sen said.

    The recently added sponsors and partners for PKL as well as the teams are: Title sponsor Vivo signed a Rs 3 billion ($ 45 million) deal for five years with the league a couple of months ago.

    The associate sponsors are — Gillette, TVS Motors, Mutual Funds, Bajaj Electricals, Nissin, Royal Challenge and RR Kabel are the partners. Recently, Ultratech Cement has been roped in as an associate sponsor.

    Dabang Delhi has roped in ISME (Indian School of Management and Entrepreneurship) and ISDI (Indian school of Design and Innovation) as its jersey sponsors and the new partners are Gold gym’s, zoom car and Insidesports.

    UMumba has shifted its title sponsor from Nise Gel to Zandu Gel. The team is powered by Manforce. Bangaluru Bulls has roped in Karbonn Smartphones as the title sponsor and Kent RO and Gem Paints as the principal sponsor.

    Puneri Paltan has got Force Motors as the principal partner and Syska as the new associate partner. Jaipur Pink Panthars has pocketed Muthoot Finance and Performax Activewears as the new associate sponsors.

    Tamil Thalaivas  was the only team with no sponsor in the beginning of Season 5 but it has now attracted Muthoot Fincorp as the title sponsor, powered by Maha Cement and associate sponsors are — Agni Steels, Nippon Paint, Smartron and Admiral.

    Telugu Titans has Greenko as its title sponsor and UP Yoddhas has roped in Karbonn Smartphones as its jersey sponsors.

    The sports sponsorship market in India witnessed a healthy growth trend in the last couple of years from Rs 51.9 billion in 2015 to Rs 61-65 billion in 2016 as per KPMG FICCI Frames 2017 report.

    The fifth season is touted to become one of the biggest league tournaments as one sees traction from several brands as sponsors and partners.

    Also Read :

    PKL 5 advertisers grow three-fold, sponsorships rise 320%

    How brands are reaching out to wide PKL audience

     

    PKL: sponsors adding up even as matches start