Muthoot Finance underlines care, with a prayer

The Muthoot Group has launched a campaign for its gold finance company Muthoot Finance. The campaign titled ‘Prarthana’ has been created by Grey Worldwide and went on air on 7 June 2013.

 

The campaign presents Muthoot Finance as a company with a heart – one that cares for customers beyond the financial transactions involving them. The film opens with a man shown working late into the night at his office, with a picture of his family on his table to show whom he’s toiling for. An old man is shown paying his son’s college fees, followed by a young couple buying a house. A voice over states that Muthoot prays for its customers’ dreams to come true – that it recognises they are placing their most precious belongings with Muthoot. It ends with the super ‘Sapne aapke, prarthana hamari’ (Your dreams, our prayer).

 

Alexander George Muthoot, director, The Muthoot Group, said, “In today’s age of transactional relationship between the marketer and the consumer, it was imperative for us to bring out the essence of our company - our essence of trust, of care and of being inclusive. As market leaders and competing at the same time with multiple competitors, it was important for us to differentiate ourselves. The product that we offer is the same but our philosophy is not. The new campaign talks not just about the fact that ‘We give gold loans for anything you need’, but says that we care about your dreams and when we give you a gold loan, we pray that the dream that you have seen comes true, essentially bringing forward the core thought of a loan with a heart.”

 

On the campaign, Amit Akali, national creative director and EVP, Grey India, explained, “When we met the client for the pitch briefing, we realised that while most ‘Gold Loan’ companies were transactional and atypical moneylenders, almost Shylock like, Muthoot was clearly different. They came from the philosophy that when a client comes to you to pledge his gold, he’s come to you because of a problem, a need or a dream and they were there to find a solution. We did a ‘mystery shopper’ exercise to validate the same and realised that Muthoot employees actually behaved differently; they seemed more concerned about your problems, went out of their way to help, were polite and were ingrained with small ‘human’ practices, like handing out money only with their right hand. We were then ‘clear’ that we need a route that would allow us to bring alive these ‘intangibles’. That’s where the thought of Muthoot employees ‘praying’ for their clients dreams to be realised came from. When it came to the film, we wanted to keep it simple and 'real', with 'real' characters and show what they actually took loans for."

 

The campaign will run for six weeks and will straddle print, OOH, radio and digital. The TVC has also been dubbed in regional languages.

 

Agency: Grey Worldwide, Delhi

Client: Muthoot Finance

Client Team: Avinav Chaubey, Neha Verma

Agency Team:

National Creative Directors: Malvika Mehra & Amit Akali

Executive Creative Directors:  Amit Shankar, Uddalak Gupta, Vishnu Srivastav

Associate Creative Director: Ankit Pandya

Account Management: Dip Sengupta, Sanghamitra Chakraborty, Aditya Pare & Abhishek Kumar

Account Planning: Dheeraj Sinha & Divyapratap Mehta

Films: Samir Chadha  & Sharad Shinde

Production House: Native Films

Director: Shirsha Guha Thakurta

Producer: Prithvi Raj Luthra