The Muthoot Pappachan Group (MPG) with team L&K, Saatchi & Saatchi, launched its new campaign in continuation of its brand image. The Blue Soch campaign encapsulates a common person’s day-to-day life struggles, and their ability to succeed beyond that. And yet again, MPG helps them in achieving their dreams.
Thomas John Muthoot, Chairman and Managing Director, MPG, said, “Our brand, yet again, plays its role as a partner for the unbanked and common man, helping them realise their dreams and aspirations. We now aim to take the group to the next level of growth; our new brand philosophy reflects our evolution and expansion, our core values, our growing strength in the market. It is a reaffirmation of our commitment.”
The group has roped in Vidya Balan as its brand ambassador to drive greater awareness and reliability.
“We are further delighted to introduce Vidya Balan as the voice for our brand, as she personifies the relentless desire to positively change the socio-dynamics of the society and uplift the common man by working towards rudimentary societal issues. We believe our customers identify with her and she will further help us cement our philosophy,” said Muthoot.
The first TVC showcases a tea shop owner whose business has been adversely impacted. He receives assistance from MPG to relocate to a new location, resulting in better sales. The next TVC moves on to show a high-way-side puncture repairer who extends his business to include a food stall and now has more customers and the next, a son who returns the pawned gold of his mother after successfully landing in a job. This campaign celebrates everyday heroes in every walk of life and Blue Soch pays an ode to this group of strong-willed individuals.
Anil Nair, CEO and Managing Partner, L&K, Saatchi & Saatchi India, said, “MPG group wanted us to capture their spirit in a campaign that doesn’t feel like advertising. All we had to do was to re-tell the real stories of self-belief of their customers and MPG’s supportive role in bringing those stories to fruition. They also back the creative vision of our agency to the fullest.”
The new ad campaign will be aired across markets in the South and North during the prime-time movies and top reality shows like Big Boss in the South and Dance India Dance in the North. The TV commercials will be supported by a cross-media blitz that will use widespread presence online and on mobile along with print ads across South, West and North India.
Creative agency: L&K, Saatchi and Saatchi.
Executive Creative Director: Rohit Malkani
Creative Team: Mayuresh Wagle, Ravi Anathan, Saurabh Sakpal and Anand Vyas
Director: Nikhil Rao