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.”
