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Muthoot Pappachan Group builds on its ‘Blue Soch’ campaign

The brand will use TV to spread its message across the country and will support the same by having a presence online and on mobile

Click on the image to watch the TVC.

Taking its Blue Soch initiative a step further, Muthoot Pappacha Group has rolled out another campaign. While the last TVC highlighted an unbanked common man’s life before getting a financial aid, the new TVC showcases the outcome of using MPG’s loan service.

The campaign will be seen on TV and will be supported by a cross-media blitz online and on-mobile. The TVC, again, has been conceptualised by L&K Saatchi & Saatchi.

The recent advertisements portray the next generation starting to realise their dreams and how their parents help them to achieve the same. The campaign highlights these everyday heroes from every walk of life and celebrates this group of strong-willed individuals.

Sanjeev Shukla, Chief Marketing Officer, Muthoot Pappachan Group, said, “At Muthoot, we have always believed that our customers are our real strength, and it’s their indomitable spirit that we celebrate as ‘Blue Soch’. We believe brands can only make long-term sustainable relationships when they move beyond the realm of transactional value to truly partner a customer’s needs and requirements. Because essentially, it’s about building human connections or long-term relationships in our case, that is also reflected in our brand promise of empowering human ambition.”

Sidheshwar Sharma, EVP, L&K Saatchi & Saatchi, said, “In L&K Saatchi & Saatchi’s immersions with Blue Soch people across the country, we discovered amazing stories of empowerment like how Muthoot Papachan Group enables people in transforming their lives. With such a rich relationship that we share with people, all we had to do was take inspiration. These videos are stories of real impact the brand is bringing to every life, every day!”

Commenting on the idea behind the campaign, Delna Sethna, CCO, L&K Saatchi & Saatchi, said, “Muthoot Blue champions the cause of everyman and ensures that it will financially empower the people that traditional channels overlook. Given their generous spirit it's only natural for the creative to embody that. For this go around, the films are even more heart-warming and will hopefully win even more hearts in the bargain."

The films have been directed by Piplu R Khan of Potli Baba and Prodigious Films and were shot on in the interiors of Rajasthan to give them a real, relatable feel.

The media approach is to maximise brand’s reach and at the same time, create an impact that will allow the brand to be different in the market.

The TVCs:


Client: Muthoot Pappachan Group

Agency: L&K Saatchi & Saatchi

Chief Marketing Officer: Sanjeev Shukla

Creative Team:

Chief Creative officer: Delna Sethnal

Executive Creative Director: Kumar Suryavanshi

Executive Creative Director: Ashish Naik

Creative Director: Mayuresh Wagle

Copywriters: Kumar Suryavanshi and Mayuresh Wagle

Sr Vice President, Planning: Snehasis Bose

Account management:

Executive Vice President: Sidheshwar Sharma

Associate Vice President: AlpaDedhia

Brand Partner: Snehsikt Anand

Brand Services Director: Harish Shetty

Sr Manager Films: Vijay Vigamal

Production House: Potli Baba and Prodigious Films

Director: Piplu R Khan


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