Muthoot Finance has rolled out a campaign ‘Kholiye Khushiyon Ki Tijori’ (Open the vault of happiness) featuring actor Amitabh Bachchan to highlight its gold loan offerings.
Conceptualised by ABM Communications, the films provide cues to audiences about the various purposes for which a gold loan can be availed such as for kick-starting a new startup venture or for making a down payment for a new home, or even to bring home a pet.
Alexander George Muthoot, joint managing director, The Muthoot Group, said, “Muthoot Finance has always consciously focused on its own core strengths and key differentiators. We have carefully and consciously built and nurtured some great differentiators and always made efforts to add delight to our customer’s experience with us.”
Abhinav Iyer, senior general manager - marketing and strategy, The Muthoot Group,said, “Muthoot Finance has always served as a catalyst that has helped its customers move ahead in life. In general, the gold owned by people stays idle and is not monetised, for reasons like it simply does not cross one’s mind or because of old-world beliefs or social taboos. Our new marketing campaign ‘Kholiye Khusiyon Ki Tijori’ encourages people to consider Muthoot Finance Gold Loans to realise their dreams and unlock happiness. The campaign nudges loan seekers to unlock their gold lying idle in safes and lockers and in turn lets it bring happiness to them by helping them fulfil their personal, family or business needs. In this campaign, we have advocated the utilisation of this idle lying gold to enable people to do things that can help them move ahead in their lives, giving themselves and their families more happiness and joy. These films have been carefully crafted in an emotive way drawing parallels to real-life emotions that make them very pleasant for people to relate, despite presenting a core product benefit of Muthoot Finance Gold Loans.”