Madhuri Dixit dances her way through Muthoot Finance’s offerings

Muthoot Finance has rolled out a multi-media campaign titled 'Bharosa India Ka' (India's trust). The campaign, conceptualised by Jio Creative Labs, features actor Madhuri Dixit and uses visual storytelling through dance and music to capture the benefits of Muthoot's features and services.

Alexander George Muthoot, joint managing director, The Muthoot Group, said, “Muthoot Finance is a diversified financial conglomerate, and this TVC with Madhuri brilliantly showcases some of our main loan products such as home, personal and vehicle loans, in addition to Gold Loans. The main idea of this campaign is to reinforce our credentials as a financial supermarket, a brand with an 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 5850 plus branches serving 2.5 plus lac 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’.”

Ankit Sharma, head of creative, Jio Creative Labs said, “Our main challenge was to present Muthoot Finance's entire range of offerings to the audience, making them attractive and appealing to all target segments. To achieve this, we decided to incorporate a song that would narrate the story musically and strike a chord with the viewers. The participation of renowned professionals like Madhuri Dixit, Sunidhi Chauhan, Piyush, Shazia, and our talented team made it possible to execute this project seamlessly within a day. We are excited to present this fresh approach to the audience."