Muthoot charts on-ground '3 Minute Gold Loan' campaign

The objective is to build brand awareness and increase branch level footfalls among consumers in 20 towns in north India

BestMediaInfo Bureau | Delhi | December 29, 2011

To promote, the latest service offering from Muthoot Fincorp -- Muthoot's Express 3 Minute Gold Loan -- the company has taken the on-ground route.  The idea behind the new 360 degree campaign is to maximise the reach to males over 30 years and increase brand recall and awareness in Tier II towns. The on-going campaign started in the first week of December, and will continue until December end.

The campaign is managed by Integrated Experiential Solutions (IES), a specialist division of MOMS and a unit of Madison World. The 20-day road show covers more than 20 towns in various cities across North India including Delhi, Punjab and Haryana

Saumen Roy, Business Head, IES, said, “The challenge with the ground campaign is to make the brand presence felt and drive footfalls into the branch besides educating customers on the hassle-free three-minute processing and availability of the Gold Loan.”

Finding a gold coin in a bowl filled with ornaments before one's opponents was the key engagement hook to raise awareness of Express 3-Minute Gold Loan. Spot gratifications greatly increased the excitement amongst the winners. The audience is also given a chance to win a lucky prize via scratch card; the prize can be claimed by visiting the nearest branch.

Roy said about the campaign's success, “The number of people contacted in the past week has been 11,600 with hot leads being 7,500 in the first two weeks of the campaign. Since Muthoot Fincorp competes with both established and growing players, it becomes essential for us to bring out the convenience and speed of processing the Gold Loan which sets it apart from others.”

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