Muthoot Finance has launched an integrated marketing campaign themed ‘Bharosa India Ka’ featuring actor Madhuri Dixit, who came on board as brand ambassador earlier this year.
The campaign launched on August 1, 2023 includes a film in a format akin to a music video, underlining the trust Indians have placed in the brand. It covers several product categories from the flagship gold loans to vehicle loans, education loans and home loans among others through a lively song and dance. The film also showcases features such as minimal documentation, zero hidden charges, hassle-free procedures, and the loan at home facility, among others.
Muthoot Finance has benefitted over 72 crore people including repeat customers with its products and services, with over 2.5 lac people reaffirming their faith in the brand on a daily basis from across India, informed an official statement. The recent certification granted to Muthoot Finance as the most trusted financial services brand in The Brand Trust Report 2023 for a 7th year running is testimony of the trust the brand has earned, the statement added.
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 seven years in a row by the prestigious Brand Trust Report. With 20 diversified divisions and over 5850 branches serving over 2.5 lakh 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 & 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 and Shazia. Besides TV, the campaign will also be carried across print, outdoor, digital, cable and ground activation.”
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