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Maxus executes new campaign for Manappuram Finance with Akshay Kumar

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Maxus executes new campaign for Manappuram Finance with Akshay Kumar

Manappuram Finance has, yet again, tried to bring in an innovative touch to its gold loan services by refining the product to make it hassle-free and convenient and subsequently launching a new ad campaign. The ad campaign was started during the first week of March to promote the new Online Gold Loan. The TVC showcases actor Akshay Kumar playing the role of a common man who aspires to set up his own business, own a house, and buy a car.

Manappuram Online Gold Loan scheme comes to his assistance each time he wishes to fulfil a dream of his.

Manappuram has roped in eight celebrities as ambassadors who endorse the product, with Akshay Kumar for the Hindi-speaking belt, Jeetu Madnani for West Bengal, Uttam Mohanty for Odisha, Sachin Khedekar for Marathi, Puneet Rajkumar for Karantaka, Venkatesh for AP/Telangana, Mohanlal for Kerala, and Vikram for Tamil Nadu. 

Maxus is the agency behind the execution of this campaign.

Talking about the campaign, Meera Haridas, Head of Marketing, Manappuram Finance, said, “The new Online Gold Loan (OGL) campaign attempts to move it to one’s preferred class of financial assets, one that has easy liquidity and convenience of use to meet the challenges of contemporary lifestyle. Hence, the traditional segments of customers have expanded to meet one’s different financial needs.”

The new OGL brings with it the convenience of availing a gold loan online or through the mobile app. One can pledge one’s gold jewellery with any of the 3,300 branches of Manappuram Finance. All subsequent transactions, whether taking additional loans or repayment of interest, can be done online or through the mobile app.


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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.