Muthoot Finance has launched a new integrated marketing campaign titled ‘Bharosa India Ka’ featuring Madhuri Dixit, who came on board as a brand ambassador with Muthoot Finance earlier this year.
The 360-degree campaign, ‘Bharosa India Ka’, launched on August 1, 2023, is the brand’s way to express gratitude towards people who have maintained their preference and faith in Muthoot Finance.
The campaign aims to reaffirm the brand’s traditional leadership status in the Gold Loan segment while drawing attention to its various loan offerings such as Housing Loan, Personal Loan, Vehicle Loan as well as providing Gold Loan at Home service.
Besides, amplifying the different loan categories, the ad film also showcases key features of Muthoot Finance’s services, such as minimal documentation, zero hidden charges, hassle-free procedures, and the Loan at Home facility, amongst many others.
Alexander George Muthoot, Joint Managing Director, The Muthoot Group, said, “Muthoot Finance is a diversified 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 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 inception. Hence, we thought of the campaign tagline as ‘Bharosa India Ka’.”
Abhinav Iyer, Senior General Manager - Marketing and Strategy, The Muthoot Group, added, “‘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. Sung by the ever-popular Sunidhi Chauhan, the upbeat and catchy ad-campaign is choreographed and directed by the talented duo - Piyush & Shazia. Besides TV, the campaign will also be carried across print, outdoor, digital, cable and ground activation.”