Muthoot Finance's heart of gold campaign 'Prarthana'

Conceptualised by Grey Worldwide, Delhi, the communication of the TVC is 'Sapney aapke, prarthana hamari', in other words, when Muthoot gives a loan, “we pray that the dream that you have seen comes true”

BestMediaInfo Bureau | Mumbai | June 10, 2013

Muthoot Finance, the flagship company of The Muthoot Group and India's largest gold loan company, has rolled out a new advertising campaign, 'Prarthana', with the tagline 'Sapney aapke, prarthana hamari' that means your aspirations, our inspirations. The campaign was made keeping The Muthoot Group's legacy of 126 years of trust.

Conceptualised by the Delhi team of Grey Worldwide, the core objective of this campaign is to present Muthoot Finance as a company that goes beyond just the five minutes that a customer spends while making a transaction in a branch – that it is a company with a heart. In other words, when Muthoot Finance provides a gold loan to a customer, the customer is always given that loan from the heart and with a prayer that whatever the customer wishes for comes true.

Alexander George Muthoot, Director, The Muthoot Group, said, “In today's day and age of transactional relationship between the marketer and the consumer, it was imperative for us to bring out the essence of our company – trust, care and being inclusive. As market leaders and competing at the same time with multiple competitors, it was important for us to differentiate ourselves. The product that we offer is the same but our philosophy is not. The new campaign talks not just about the fact that 'we give gold loans for anything you need' but talks about how we care about your dreams, and when we give you a gold loan, we pray that the dream that you have seen comes true, essentially bringing forward the core thought of a loan with a heart.”

Amit Akali, National Creative Director & EVP, Grey India, said, “When we met the client for the pitch briefing, we realised that while most 'Gold Loan' companies were transactional and atypical moneylenders, almost Shylock like, Muthoot was clearly different. They came from the philosophy that when a client comes to you to pledge his gold, he's come to you because of a problem, a need or a dream and they were there to find a solution. We did a 'mystery shopper' exercise to validate the same and realised that Muthoot employees actually behaved differently; they seemed more concerned about your problems, went out of their way to help, were polite and were ingrained with small 'human' practices, like handing out money only with their right hand. We were then 'clear' that we need a route that would allow us to bring alive these 'intangibles'. That's where the thought of Muthoot employees 'praying' for their clients dreams came from. When it came to the film, we wanted to keep it simple and real, with real characters and show what they actually took loans for." 

The TV poetically speaks about the multiple milestones that arise in the lives of everyday, common people. Whether it's a business venture, a new home, welcoming the birth of a new baby, or a child's higher education, the idea was to go beyond the fact that sometimes you just need to take a loan. In each of these situations, Muthoot Finance not only is a facilitator that works to keep alive the dreams of people, but is also a trusted company that believes in praying for people's endeavours to turn out successfully.

To give the six-week campaign a holistic approach, Muthoot Finance has devised a 360-degree marketing campaign that includes electronic, print, radio, digital, outdoor media. The ad will be aired and published across India in local languages.

The TVC:

Credits:

Agency: Grey Worldwide, Delhi

Client: Muthoot Finance

Client Team: Avinav Chaubey, Neha Verma

Agency National Creative Directors: Malvika Mehra, Amit Akali

Creative Directors: Amit Shankar, Uddalak Gupta, Vishnu Srivastav

Associate Creative Director: Ankit Pandya

Account Management: Dip Sengupta, Sanghamitra Chakraborty, Aditya Pare, Abhishek Kumar

Account Planning: Dheeraj Sinha, Divyapratap Mehta

Films: Samir Chadha, Sharad Shinde

Production House: Native Films

Director: Shirsha Guha Thakurta

Producer: Prithvi Raj Luthra

Info@BestMediaInfo.com

Info@BestMediaInfo.com