Muthoot Finance launches 'Bharosa India Ka' campaign featuring Madhuri Dixit

Muthoot Finance launched a new marketing campaign titled ‘Bharosa India Ka’ featuring Madhuri Dixit.

The 360-degree campaign, Bharosa India Ka, launched on 01st August 2023 is a humble recognition of this trust, as also a way to express the brand’s gratitude towards people who have maintained their preference and faith in Muthoot Finance.

The campaign brings attention to its various loan offerings such as Housing Loans, Personal Loans, and Vehicle Loans as well as providing Gold Loan at Home services.

Amin Lakhani, CEO, Mindshare South Asia, said, “It is with great excitement that my team and I look forward to “Bharosa India Ka” which is the latest integrated marketing campaign from Muthoot Finance. The campaign through its powerful creative effortlessly brings out the key distinction of Muthoot Finance truly being a Financial supermarket with an unparalleled distinction of being the most trusted brand. We firmly believe that to create maximum impact, the message as strong as this should be served to the target audience in its entirety. Through our 360 degree amplification across all relevant mediums, Mindshare will strive to ensure that this campaign reaches out to the maximum audiences ensuring maximum exposure and highest ROI for the brand.”

Alexander George Muthoot, Joint Managing Director, The Muthoot Group, said, “Muthoot Finance is a financial conglomerate and this TVC with Madhuri Ji brilliantly showcases some of our main loan products such as Home Loan, Personal Loan, and Vehicle Loan, in addition to Gold Loans. The main idea of this campaign is to reinforce our credentials as a financial supermarket – A brand with an unblemished track record and certified as India’s Most Trusted Financial Services Brand for 7 years in a row by the prestigious Brand Trust Report. With 20 diversified divisions and 5850+ branches serving +2.5 Lac customers every day, Muthoot Finance has earned the Trust of crores of Indians since its inception. Hence, we thought of the campaign tagline as “Bharosa India Ka”.

Abhinav Iyer, Senior General Manager - Marketing and Strategy, The Muthoot Group, said, “Muthoot Finance Loans - Bharosa India Ka“ is a special campaign for us since it is our maiden integrated marketing campaign with Madhuri Ji. The campaign features the charismatic Madhuri Ji in an exciting and visually stunning musical TV commercial that showcases our diverse product propositions across our various loan products. Besides, amplifying the different loan categories, the ad film also showcases key features of Muthoot Finance’s services, like minimal documentation, zero hidden charges, hassle-free process and instant disbursement, Loan at Home facility amongst many others. Sung by the ever-popular Sunidhi Chauhan, the upbeat and catchy number is choreographed and directed by the talented duo Piyush and Shazia. Besides TV, the campaign will also be carried across Print, Outdoor, Digital, Cable and Ground Activation.”

Bharosa India Ka campaign: 

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