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Muthoot Pappachan Group is all about trust

Launches first national corporate campaign ‘Believe in Blue’, conceptualized by Taproot

BestMediaInfo Bureau | Mumbai | April 4, 2014

Muthoot-Pappachan-TVC Click on the image to watch the TVC.

Muthoot Pappachan Group (MPG) has just launched its first national TV campaign with the tagline ‘Believe in Blue’. The campaign which went on air on March 31, 2014, focuses on the concept of trust apart from building a distinct identity for Muthoot Pappachan Group.

Muthoot Pappachan Group was established in 1887, and is a diversified conglomerate with overwhelming presence in Financial Services, Hospitality, Automotive, Real Estate & Infrastructure, IT Services, Healthcare, Precious Metals, Global Services and Alternate Energy. The

Trust always has a two-way interaction. It is something that the Muthoot Pappachan Group has followed obsessively over the years. Every dialogue that the group has with customers, staff and the outside world starts with the belief that people are inherently trustworthy. This faith has resulted in millions placing their trust in the comforting familiarity of the blue logo of Muthoot Pappachan Group.

The film, conceptualised by Taproot India and directed by Prakash Verma from Nirvana Films, gives viewer a glimpse of the two sides of belief. It takes him on a journey of a relationship that begins with trust, which, at its peak, leads to belief that lasts a lifetime, the kind of belief that people have in the Muthoot Pappachan Group.

Thomas George Muthoot, Director, Muthoot Pappachan Group, said, “Over the last 127 years, the Muthoot Pappachan Group has grown from a small business to a large conglomerate. And what has brought us here is trust. We owe our success to the customers who have consistently believed in our services and efforts. The campaign builds beautifully on this trust by showing the different sides of it; and also effectively differentiates us from competition.”

The TVC begins at a restaurant where a father and son are sitting outside in the restaurant lawn, while another father and his two sons are inside the restaurant. The moment it starts raining, the father who is seated in the restaurant lawn looks alarmed and worried and starts hurrying inside the restaurant with his son for cover, while the father who is sitting inside the restaurant is happy and full of excitement and takes his two sons outside to enjoy the rain. The campaign leaves us with a thought about how two father-son pairs look at the same circumstance differently because of the level of belief that they have in themselves and the world.

Agnello Dias Agnello Dias

Agnello Dias, Co-founder and Chief Creative Officer, Taproot India, said, “Belief has two sides, but we usually focus on just one. The idea was to explore both sides of belief – the belief that the Muthoot Pappachan Group places in people, which has led to millions believing in the group.”

The TVC is being aired on news channels.

The TVC:



Creative Agency: Taproot India

Chief Creative Officer: Agnello Dias

Production House: Nirvana Films

Film Director: Prakash Verma

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