New Delhi: Muthoot Finance, a gold loan non-banking financial company (NBFC), has launched its latest advertisement campaign titled ‘Har Shubharambh Mein Apno Jaisa Bharosa,’ featuring brand ambassador Mr. Amitabh Bachchan. The campaign aims to highlight the role of gold loans in supporting all auspicious beginnings, or Shubharambh, and reinforce the versatility of Muthoot Finance’s gold loan offerings tailored to meet the evolving financial needs of every Indian, from education and entrepreneurship to home improvement and business expansion.
Through this initiative, Muthoot Finance reaffirms its commitment to empowering lives and celebrating significant milestones with unmatched financial solutions and rewards. The two-film campaign will run through the fourth quarter of FY25 across various platforms, including TV, mainline print, outdoor advertising, cable TV, ground activation, and digital initiatives.
On the launch of the campaign, Alexander George Muthoot, Joint Managing Director of The Muthoot Group, stated, “With a rich family business legacy spanning over 800 years, we at the Muthoot Group have supported our customers in every step of their lives through our varied financial products and services. Our extensive network of more than 7000 branches and experience from servicing more than 2.5 lakh nationwide customers every day has helped us earn the recognition of being India’s No.1 Most Trusted Financial Services Brand for eight consecutive years, as per TRA’s Brand Trust Report. ‘Har Shubharambh Mein Apno Jaisa Bharosa’ is a unique campaign launched to present Muthoot Finance as a family always extending its unwavering trust to its customers. Indians are recognizing the potential of their gold ornaments to convert their aspirations into reality. The launch of this campaign highlights our belief that every good beginning deserves to begin with trust, value, and the unwavering partnership of Muthoot Finance.”
As part of its ‘Gold Loan Mela,’ Muthoot Finance has introduced a series of customer engagement initiatives. Customers can now participate in the Refer & Win Contest, referring friends and family to Muthoot Finance for a chance to win incredible prizes. More than 11,000 lucky participants will win prizes worth ₹70 lakhs, including gift vouchers and gold coins.
George Muthoot Jacob, Deputy Managing Director of the Muthoot Group, remarked, “Gold jewellery is held idle across households and it represents an untapped resource that can be harnessed to meet aspirations. According to reports, Indian households possess an enormous amount of gold jewellery, estimated at approximately 25,000 tonnes. As the most trusted financial conglomerate, Muthoot Finance is committed to creating value for its customers and driving sector growth through this Shubharambh campaign. We have launched this campaign across North, East, and West India a few weeks ago, and we plan to expand the national launch, including South markets, very soon.”
Mr. Abhinav Iyer, Senior General Manager – Marketing and Strategy, The Muthoot Group, added, “We have taken a 360-degree approach in our nationwide marketing campaign titled ‘Har Shubharambh Mein Apno Jaisa Bharosa’. We aim to enlighten our customers to meet their aspirations by monetizing their idle gold jewellery. Beautifully conceptualised and designed by Jio Creative Labs and exceptionally performed by Shri Amitabh Bachchan Ji, the films highlight situations where gold loans can meet the diverse financial needs of people across various classes and circumstances. As part of this campaign, we are also promoting our unique customer loyalty programme Milligram Rewards and the Customer Engagement Reward Program, where customers can win gift vouchers worth lakhs alongside 24-carat gold coins.”
Links to Muthoot Finance’s ‘Har Shubharambh Mein Apno Jaisa Bharosa’ campaign films:
Campaign Film –
Gold Loan Mela Film –
