Campaign India Team
Apr 01, 2014

Muthoot Pappachan Group banks on ‘trust’, says ‘Believe in Blue’

Watch the ad film conceptualised by Taproot India here

wide player in 16:9 format. Used on article page for Campaign.

Muthoot Pappachan Group has launched its first TV campaign, adopting the tagline ‘Believe in Blue’. The film conceptualised by Taproot India went on air on 31 March on news channels.

Besides playing on the theme of ‘trust’, the film seeks to build a distinct identity for the Group.

The film is set in a restaurant. Seated in the lawn area are a father and his young son. As it begins to pour, the father rushes his son to the covered area of the restaurant. Another man, meanwhile, encourages the two young kids he is with to go out and play. As they play with glee in the rain, the young boy who was ushered inside looks on longingly. A voice over explains: “Belief has two sides. We believe in the brighter side. It’s what makes people believe in us. Muthoot Papachan Group. Believe in blue.”

Thomas George Muthoot, director, Muthoot Pappachan Group, said, “Over the last 127 years, the Muthoot Pappachan Group has grown from a small business to a large conglomerate. And what has brought us here is trust. We owe our success to the customers who have consistently believed in our services and efforts. The campaign builds beautifully on this trust, by showing the different sides of it; and also effectively differentiates us from competition.”

Agnello Dias, creative director, Taproot, added, “Belief has two sides, but we usually focus on just one. The idea was to explore both the sides of belief. The belief that the Muthoot Pappachan Group places in people, which has led to millions believing in the Muthoot Pappachan Group.”


Creative agency: Taproot India 
Creative director: Agnello Dias
Production house: Nirvana Films 
Director (film): Prakash Verma

Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Brands in New Zealand pull ads from Facebook, Google following Christchurch attack
3 hours ago

Brands in New Zealand pull ads from Facebook, ...

Actions come as two industry associations issue a statement condemning social-media platforms over the spread of hate content.

Media360 India to be held in Mumbai today
4 hours ago

Media360 India to be held in Mumbai today

Along with the Summit, winners of the first edition of the Media360 India Awards will also be announced today

'Brand building is about driving growth amidst change': Interbrand's Ashish Mishra
16 hours ago

'Brand building is about driving growth amidst ...

Key lessons from the Interbrand workshop on Best Indian Brands, 2019 – the definitive guide to India's most valuable brands, at the recently concluded Star FLOW fest

Google's Scott Beaumont becomes new APAC president
20 hours ago

Google's Scott Beaumont becomes new APAC president

The current head of sales and operations in Google Greater China steps into the role left vacant by Karim Temsamani.