Muthoot FinCorp and SRK introduce missed-call service for gold loans

New Delhi: Muthoot FinCorp (MFL), the flagship company of the Muthoot Pappachan Group (Muthoot Blue), has launched its 'Book My Gold Loan' campaign featuring Shah Rukh Khan. This campaign introduced a service in India to book a Gold Loan instantly, anytime, from anywhere. 

The newly launched feature allows customers to initiate loans with a simple missed call, integrating technology with customer service.

Shaji Varghese, CEO of Muthoot FinCorp said, “Through our campaign we aim to transform financial accessibility for every Indian. Partnering with Shah Rukh Khan, the ‘Book My Gold Loan’ campaign represents a major leap for us. With the ‘Book My Gold Loan’ service we aim to make life easier for all our consumers with gold loans that can be taken at any of our branches or from their homes. Our loans empower our customers to fulfill their aspirations daily.” 

Muthoot FinCorp’s ‘Book My Gold Loan’ campaign has been conceptualised and created by Havas Worldwide India (creative) and executed by Havas Media India (media) and features a television commercial (TVC) starring Khan.  The TVC whisks viewers through a sequence of aspirations – starting businesses, studying abroad, and buying a new car. 

As each scene unfolds, Khan subtly incorporates the 'call me’ gesture, hinting at a simple solution.  In the end, Khan reveals the answer behind his ‘call me’ gesture – Muthoot FinCorp's ‘Book My Gold Loan’ service. Additionally, Muthoot FinCorp has also released a musical video promoting the new initiative with SRK. 

Anupama Ramaswamy, Joint MD and Chief Creative Officer, Havas Worldwide India, said, “We came up with a signature gesture for our unique feature of Book Your Gold Loan with a missed call and got Shah Rukh Khan to tell the world about it. And as always, he gave it a unique twist.”

Mohit Joshi, CEO – Havas Media Network, said, “We are excited to be part of this campaign with Muthoot FinCorp and their newest brand ambassador Shah Rukh Khan. Muthoot FinCorp's constant innovation to make financial access easier for people is commendable and we are sure the multilingual campaign will meaningfully connect with the larger audience across the country.”

This campaign will be broadcast in Hindi, Tamil, Malayalam, Telugu, Kannada, Marathi, and Gujarati. It will encompass OOH, digital platforms, television, print, and on-ground activations.