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Maxus bags Manappuram Gold Loan’s print mandate

Earlier, Lintas was handling print advertising for the brand. Maxus already has the non-print media mandate

Ananya Saha | Delhi | April 11, 2012

In a recent development, Manappuram Gold Loan has given its media mandate for print advertising to Maxus. While the agency already has the mandate for the brand’s non-print advertising, it will handle print as well starting June 2012. Currently, Lintas handles the print account for Manappuram.

The total account size (print and non-print), according to market estimates, is upwards of Rs 50 crore.

Ajit Varghese, Managing Director, South Asia, Maxus and Motivator, confirmed the news to BestMediaInfo. “We have been handling the Manappuram Gold Loan account for the past two years. But now we will also be handling print for the brand starting June 2012,” he said.

For the record, Maxus was appointed as the non-print media custodian for Manappuram, a player in the non- financial banking service (Gold Loans) category, in May 2010.

Manappuram as a brand has adopted a strategy of large-budget advertising campaigns revolving around high-profile and credible brand ambassadors with a strong regional appeal, who talk to the masses in their own language and educate them about gold loans. The campaign featuring stars like Mohanlal and Akshay Kumar has been hugely successful in growing the gold loan category.

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