Muthoot Finance has launched a campaign titled ‘Haathi Pe Bharosa Karogey Toh Pakka Jeetogey!’ (if you trust the elephant, you’ll surely win). The name of the campaign is a call to trust in Muthoot Finance as a brand, which has two elephants in its logo. It features the brand’s ambassador Amitabh Bachchan and consists of three films, one of which is currently out.
The film is built around the game of chess, in which Bachchan is seen playing against someone. The game uses the elephant pawn, to represent the brand, which is presented as an enabler that that makes the player win each time. The metaphor is used to tell viewers how winning in life is synonymous with trustiing Muthoot Finance’s Gold Loans.
Alexander George Muthoot, joint managing director, The Muthoot Group, said, “Through this clutter breaking campaign, we present our brand in a distinguished and unique way through the game of chess. Our endeavour is to facilitate people lead a much better quality of life by helping them unlock the true potential of their emotional currency (household gold jewellery) and move ahead in life. Our objective is also to help grow the gold loan category, and being the category leader we consider it as our primary responsibility to lead the way. With +25,000 tons of gold in the form of household jewellery available in India and less than 5% of it being monetised by way of gold loans; the scope for growth is tremendous. I am confident this new communication of ours will pave the way for us to further strengthen our leadership position in the gold loan category.”
Abhinav Iyer, general manager - marketing and strategy, The Muthoot Group, said, “In addition to growing the category, our objective was also to firmly establish Muthoot Finance’s emblem strongly in the minds of our existing and prospective customers. In a sector that has many players, it is critical to distinctly differentiate ourselves from the rest. We believe our new campaign ‘Haathi Pe Bharosa Karogey Toh Pakka Jeetogey’ will help create a strong visual identity for our brand logo synonymous to the product and drive traffic to our branches and digital assets, powered by our unique value propositions.”
The campaign will be seen across television, print, outdoor and digital, including other mediums.