The group launched special silver coins embossed with the superstar’s image, amplified through a high-decibel television and digital campaign, ideated and executed by Lodestar UM and Reprise
BestMediaInfo Bureau | Mumbai | August 26, 2016
Muthoot Fincorp, the flagship company of the 129-year-old Muthoot Pappachan Group, has sold approximately 165 kilograms of silver on the back of its association with Tamil blockbuster Kabali featuring superstar Rajinikanth.
Kabali, which released on July 22, was one of the most awaited films of the year and Muthoot Fincorp went beyond just a simple tie-up to capitalise on the iconic stature of Rajinikanth and the consumer frenzy surrounding the movie. The company launched a special edition of ‘lucky superstar silver coin,’ with the embossed image of Rajinikanth, telling consumers to ‘carry the lucky superstar with you.’
Silver coins of 5 grams (Rs 350), 10 grams (Rs 700), 20 grams (Rs 1,400), and 10 gram pendants (Rs 700) were sold across the country. Muthoot Fincorp, which has 3,800 branches, was the exclusive on-ground merchandise partner of Kabali. The silver coins are part of Muthoot’s Swethavarsham product.
Thomas George Muthoot, Director, Muthoot Pappachan Group, said, “The Kabali association and the campaign was extremely innovative and one of the high points of this year, which resulted in terms of encouraging overall sales and brand impact.”
The launch of the silver coins was amplified through a high-decibel television and digital campaign, ideated and executed by Lodestar UM and Reprise, the media and the digital agency of IPG Mediabrands.
The television and the digital campaigns went live on July 15 with focus on the southern markets, including Tamil Nadu, Karnataka and Andhra Pradesh. The campaign generated enormous amount of buzz and visibility for Muthoot Fincorp. The campaign ran for about 20 days and Muthoot Fincorp sold 165 kilograms of silver during the campaign period.
Vaishali Verma, COO, Lodestar UM, Bangalore, said, “We are happy to partner with Muthoot Fincorp through our differentiated strategy and was able to generate this kind of a response within a short window. We will be looking at many such opportunities in future and help in driving many such successes.”