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Tag: The Muthoot Group

  • 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    The first film focuses on leveraging gold assets with an overdraft facility, charging interest only on the withdrawn amount, ideal for business owners.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.

  • Amitabh Bachchan promotes The Muthoot Group’s Xandari Resorts & Spa in new campaign film

    Amitabh Bachchan promotes The Muthoot Group’s Xandari Resorts & Spa in new campaign film

    Mumbai: The Muthoot Group has launched its latest marketing campaign, featuring veteran actor Amitabh Bachchan, advocating for its leisure and hospitality properties, Xandari Resorts & Spa. Underlining The Muthoot Group’s commitment towards the three C’s – community, collaboration, and conservation, the film is anchored by Mr. Bachchan, who has been The Muthoot Group’s brand ambassador for the past six years.

    Recognizing the shift in consumer’s holiday experiences over the past few years, The Muthoot Group’s Xandari Resorts is a genuine reflection of going beyond the conventional and providing consumers with an experience of a lifetime. In the film, Mr Bachchan plays a wise family elder guiding his family to a perfect getaway with Xandari Resorts & Spa, ensuring every family member experiences a dream holiday of their choice.

    Part of The Muthoot Group’s 20 diversified business divisions, Xandari Resorts is the hospitality brand of Muthoot Leisure & Hospitality Services. Based on its belief that hospitality can not only improve quality of life but also be good for natural and cultural environments, The Muthoot Group acquired Xandari Resorts & Spa, one of Costa Rica’s most successful properties in 2013 to partner with local communities to conserve, protect and replenish the environment.

    The promotional film is a mix of cinematic storytelling highlighting the luxurious Xandari chain of boutique resorts including Xandari Pearl in Mararikulam that offers luxurious private pool villas and the best of white sand beaches, Xandari Riverscapes Houseboats in Alleppey to enjoy Kerala’s backwaters, Xandari Cardamom County adjoining the Periyar Tiger Reserve in Thekkady for a forest reserve experience, and the Xandari Costa Rica to experience rainforest, natural waterfalls, nature treks, orchards, as well as farms, all within the resort.

    Xandari Resorts & Spa MD George M George said, “We are excited to feature Mr. Amitabh Bachchan in The Muthoot Group’s new film because it brilliantly showcases our Xandari Resorts and captivates our audience with sustainable and luxury hospitality. Consumers today seek out holiday experiences that transcend the ordinary and we are dedicated to provide each of our guests with experiences and memories that last a lifetime. At Xandari, we also want to pioneer a sustainable chapter in tourism, by upholding our core principles – community, conservation and collaboration. The idea was to capture the essence of responsible tourism with Xandari’s unparalleled fusion of luxury and a unique farm-to-table experience. I also feel that Mr. Bachchan’s presence has elevated the Xandari brand to a whole new level and I am sure this content will get us tremendous interest worldover. At Xandari Resorts & Spa, we invite travelers to immerse themselves in the beauty of nature while indulging in world-class hospitality.”

    The Muthoot Group Sr general manager – marketing Abhinav Iyer said, “Mr Bachchan has been The Muthoot Group’s brand ambassador for many years now and with a legend like him, we have been keen to create tailor-made content for our leisure & hospitality division for quite some time now. Xandari Resorts is a jewel in the Group’s crown and hence with this film, we have attempted to create a strong desire for Xandari Resorts leveraging a cinematic approach. We plan to promote this film widely across digital and other mainstream mediums in addition to national & international events, exhibitions and travel & tourism meets.”

  • 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.