Amitabh Bachchan says 'Gold Loan is Good' in Muthoot Finance's new campaign

The integrated campaign is a series of different TVCs which will be rolled out on digital platforms as well as across traditional media

e4m by exchange4media Staff
Updated: May 16, 2020 11:20 AM
Amitabh Bachchan Muthoot Gold Loan

Muthoot Finance Ltd, India’s largest gold loan company launched a series of eight communications titled “Gold Loan is Good” as part of its integrated marketing campaign for the FY 20-21. This communication series is part of the Company’s newest advocacy campaign featuring their Brand Ambassador Amitabh Bachchan.

“Gold Loan is Good” campaign is a collection of different TVCs aimed towards overcoming common hesitations and notions associated with Gold Loans; increasing the overall gold loan category for the industry and projecting gold loans as a smart option for seeking quick and hassle-free financial credit.

With the COVID 19 pandemic, MSMEs, SMEs and traders are in need of immediate financial assistance and this campaign could greatly help such target segments particularly in reviving their businesses. Through this campaign, the company aims to convey and convince new loan seekers that Gold Loans are one of the most convenient, easy and quickest forms of availing loans to kick-start their business as it involves minimal paperwork and can be availed from any of the Company’s 5000+ branches across India.

Alexander George Muthoot, Deputy Managing Director, Muthoot Finance said, “Gold Loan is Good campaign primarily aims to target first-time loan takers by educating them that gold loan is a smart financing option readily available not just to individuals and families but also to small, medium and large businesses. With some of the best value propositions offered by Muthoot Finance Gold Loans, new loan seekers must consider monetizing their idle-lying asset without hesitation; to get access to credit in no time.”

He further added, “Muthoot Finance is India’s No.1 Most Trusted Financial Services Company (as per Brand Trust Report – The India Study) and serves over 2.5 Lac customers every day. As a Category Leader, we have a larger role to play to grow the gold loan segment and eliminate the myths associated with this amazing product. With over 25,000 tons of gold held by Indian households, and with less than 10% of it monetized; the pie can only grow bigger with such advocacy and myth-breaking campaigns like Gold Loan is Good.”

The campaign features impressive value propositions like customer’s pledged gold is returned in the same pristine condition as pledged; 24x7 online interest payment & loan top-up facility, no hidden charges, free insurance of customer’s gold, interest applicable only on the availed loan amount, pre & part payment facility, facility to release part of your pledged jewellery by repaying equivalent loan amount and interest & most significantly the convenience of availing gold loan in just one visit.

Muthoot Finance, India’s most trusted financial services branch has a family business legacy of over 800 years and has played a pivotal role, by helping individuals to avail working capital, immediate money through offering them gold loans and a host of other financial services products. It has over 5000 branches pan India and international presence across USA, UK, UAE and Sri Lanka.

Currently, the integrated campaign has been launched on a few mediums including Digital platforms. Progressively and in coming weeks, it shall be seen on other traditional mediums too.

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