Conceptualized by the Delhi team of GREY Worldwide, the core objective of this campaign was to present Muthoot Finance as a company that goes beyond just the five minutes that a customer spends while making a transaction in a branch, into the company with a heart. In other words, when Muthoot Finance provides a gold loan to a customer, the customer is always given that loan by Muthoot Finance from the heart and with a prayer that whatever the customer wishes for comes true or gets full-filled.
Says Alexander George Muthoot, Director, The Muthoot Group: “In today’s day and 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 talks about 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.”
Says Amit Akali, National Creative Director & EVP, Grey India, “When we met the client for the pitch briefing, we realized 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 realized 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 realized 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."
Concept behind Sapney aapke, prarthana hamari:
In the world of finance, loans and banking, there are certain clichés that are used like fear, elevation, the best in class, the best returns, security, being always there, etc. The starting point of this concept was to look beyond the cliché, to go beyond the obvious and to counter the belief that is associated with a gold loan. In the transactional world of Banking and NBFC, ‘Sapney aapke, prarthana hamari’ stands out. It purely states that when you, the consumer, approach us, Muthoot Finance, for a gold loan, we not only provide that loan but we understand that your reasons may be your life’s dreams and aspirations. While no company can shy away from the business angle, we still bring out our humane side: we pray that all your dreams come true. Thus, the core of this concept was to present a Muthoot Gold Loan as a ‘loan from the heart’.
The TV poetically speaks about the multiple milestones that arise in the lives of everyday, common people. Whether it’s a business venture, a new home, welcoming the birth of a new baby, or a child’s higher education, the idea was to go beyond the fact that sometimes you just need to take a loan. In each of these situations, Muthoot Finance not only is a facilitator that works to keep alive the dreams of people, but is also a trusted company that believes in praying for people’s endeavours to turn out successfully.
To give the six-week campaign a holistic approach, Muthoot Finance has devised a 360 degree marketing campaign that includes Electronic, Print, Radio, Digital, Outdoor etc. The ad will be aired and published across India in local languages.
Credit Note:
Ø Agency: GREY WORLDWIDE, Delhi
Ø Client: Muthoot Finance
Ø Client Team: Avinav Chaubey, Neha Verma
Ø Agency Team:
· National creative Directors: Malvika Mehra & Amit Akali
· Creative Directors: Amit Shankar, Uddalak Gupta & Vishnu Srivastav
· Account Management: Dip Sengupta, Sanghamitra Chakraborty, Aditya Pare & Abhishek Kumar
· Account Planning: Dheeraj Sinha & Divyapratap Mehta
· Films: Samir Chadha & Sharad Shinde
Ø Production House: Native Films
· Director: Shirsha Guha Thakurta
· Producer: Prithvi Raj Luthra
About Muthoot Finance Ltd:
Muthoot Finance Limited is the largest gold financing company in India in terms of loan portfolio. The company is a “Systemically Important Non-deposit taking NBFC” headquartered in the southern Indian state of Kerala and having its corporate office in New Delhi.
Operating history of Muthoot Finance has evolved over a period of 74 years since M George Muthoot (the father of our Promoters) founded a gold loan business in 1939 under the heritage of a trading business established by his father, Ninan Mathai Muthoot, in 1887.
The company provides personal loans secured by gold jewellery, or Gold Loans, primarily to individuals who possess gold jewellery but could not access formal credit within a reasonable time, or to whom credit may not be available at all, to meet unanticipated or other short-term liquidity requirements.
Company is listed on both National Stock Exchange of India and Bombay Stock Exchange.
About GREY Worldwide:
Grey is the global advertising network of Grey Group. Grey Group ranks among the largest global communications companies. Its parent company is WPP (NASDAQ:WPPGY). Under the banner of “Grey Famously Effective Since 1917,” the agency serves a blue-chip client roster of many of the world’s best known companies: Procter & Gamble, GlaxoSmithKline, Diageo, Pfizer, Canon, 3M, Eli Lilly, Boehringer Ingelheim and Allianz. In Asia, Grey Group covers 28 cities in 16 countries and manages branding for some of the biggest brands.
In India, the group is headed by Jishnu Sen (CEO & President) . The agency has prestigious clients like Reliance Communications, Britannia, Honda, Volkswagen, Dell, P&G, ITC, Ferrero, Adobe, DHL, Star,Indian , Killer etc. Grey India has offices in Mumbai, Delhi, Bangalore, Kolkatta, & Chennai. For information on Grey Group Asia Pacific and Grey India, please visit: www.greygroupasiapacific.com; www.grey.com/india
