Muthoot Finance launches new marketing campaign featuring Amitabh Bachchan

  • The news from Muthoot Finance marketing campaign titled “Haathi Pe Bharosa Karogey Toh Pakka Jeetogey!” is about believing and trusting the brand, which has two elephants in its logo.
  • The integrated campaign will be broadcast on television, in print, outdoors, on the Internet and at points of sale, as well as in other media.

Financial services brand Muthoot Finance launched its new marketing campaign titled “Haathi Pe Bharosa Karogey Toh Pakka Jeetogey!”. The integrated campaign will be broadcast on television, in print, outdoors, on the Internet and at points of sale, as well as in other media.

The new campaign is about believing and trusting the brand, which has two elephants in its logo. The campaign is anchored by the brand ambassador, Amitabh Bachchan. The stories of all 3 films are built around the game of chess, which Bachchan plays against different players in each film. The important role of the elephant or rook in a game of chess, and as a brand emblem, is interestingly woven into each film.

In all 3 films, the elephant was featured as a critical catalyst that makes the player win every time. This victory in a chess game using the elephant is a metaphor for winning in life by trusting the elephant Muthoot and availing gold loans from Muthoot Finance to achieve your dreams. The strategy has been to create a clear distinction for the brand and attract new customers to it, especially those looking for an association with a trusted brand leader like Muthoot Finance. The intrinsic benefits that come with the brand have also been well demonstrated in each film, such as an unrivaled pedigree and experience spanning centuries; being the most trusted financial services brand in India for 5 consecutive years; serving and benefiting over 2.5 Lac customers every day and an extensive branch network of over 5000 branches all over India. All 3 movies underscore these benefits by creating a unique and novel platform to deliver them in a memorable way. Alexander George Muthoot, Co-Chief Executive Officer, The mute group said, “Through this decluttering campaign, we are showcasing our brand in a distinguished and unique way through the game of chess. Our endeavor is to help people lead a much better quality of life by helping them unlock the true potential of their emotional currency (gold jewelry for the home) and move forward in life. Our goal is also to help grow the gold lending category, and as a category leader, we consider it our primary responsibility to lead the way. With +25,000 tons of gold in the form of household jewelry available in India and less than 5% monetized in the form of gold loans; the growth potential is enormous. I am confident that this new communication will pave the way for us to further strengthen our leadership position in the gold lending category.

Abhinav Iyer, Managing Director – Marketing and Strategy, The Muthoot Group, shared details about the campaign and said, “In addition to growing the category, our goal was also to firmly establish the Muthoot Finance emblem in the mind of our existing and potential customers. In a sector with many players, it is essential to clearly differentiate yourself from the others. We believe that our new campaign “Haathi Pe Bharosa Karogey Toh Pakka Jeetogey” will help create a strong visual identity for our brand logo, synonymous with product and drive traffic to our branches and digital assets, through our branding proposals. unique values. »

William L. Hart