Muthoot’s #KahaaniBlueSoch- A hit or miss?

While the ad campaign does capture the brand’ s spirit and ethos, it’s just real people and real stories which steal the show.

e4m by Misbaah Mansuri
Updated: Jul 10, 2018 8:55 AM

The Muthoot Pappachan Group recently launched its new campaign #KahaaniBlueSoch with their new brand ambassador Vidya Balan. As the Blue Muthoot, it introduces a new theme – Blue Soch – that is dedicated to the progressive thinking of its customers who demonstrate hard work and determination along with firm self-belief in the face of adversity. The group has pumped in overall marketing spends of Rs 50 crore for this campaign.

The ad films have been conceptualised by L&K Saatchi and Saatchi. Sanjeev Shukla, Chief Marketing Officer, Muthoot Pappachan Group and Anil S Nair, CEO and Managing Partner of L&K Saatchi and Saatchi spoke to exchange4media about the core thought behind it, amplification plans and more.

Said Shukla,”Over a period of time, we as a brand have transformed to become a significant financial solutions company from a gold loan major. The new campaign “Blue is Belief” is a part of this transformation, wherein we want to re-iterate our focus on the common man and drive greater awareness around brand’s offerings that are focused on empowering human ambitions.”

He revealed that the new ad campaign will be aired across markets in the South and North and to ensure additional impact. The TVCs will also be aired during prime time movies and top reality shows like Big Boss in the South and Dance India Dance in the North. These will be supported by a cross-media blitz that will use wide spread presence online and on-mobile along with print ads across the South, West and North. “Further, we will be heavily investing in digital platforms to further cultivate the new customers – the youth and reach out to a national audience,” shared Shukla.

Nair revealed that for the ad campaign even the ‘background’ artistes were literally pulled off the streets and sourced from the nearby village. “Nikhil Rao(Director) and we were both very clear the casting had to be real and believable. With the exception of one person, almost the entire cast were drawn from theatre or just ordinary people. No models, no advertising cheesiness,” he opened up.

So what were the challenges that L&K Saatchi and Saatchi faced to create powerful communication straddling the entire conglomerate? Nair revealed, “We shot in a rural landscape, in a village 3 hours from Ahmedabad in gruelling 45 degree heat. Some of us suffered dehydration as well, but it was all worth it. The village we shot in had never seen a film shoot in their lives, which made it even more satisfying for us. The grittiness that Nikhil has brought to the films would never have been achieved in Film City.”

Ad review

The campaign comprises of two films for MSME Loans- Puncture Shop and Chai Shop and two films for Gold Loans- Mother-Son and Tailor. The communication focuses on this belief that their customers are determined people with bigger dreams and that the brand is happy to partner with them in this journey. What’s interesting is that all the 4 TV scripts are inspired by true customer stories.


The best part about the ads is that they maintain a balance between real stories and commercialism. Vidya Balan comes across as the perfect fit for the brand and seems to be leveraged just right. The casting in the ads, be it in the tailor ad or mother-son ad seems spot-on and helps stand out from advertising gloss.

The beautiful creative drives home the message about how the brand can change the fortune of customers. It seamlessly integrates MPGs supportive role in bringing those stories into fruition. But ultimately, the goal of advertising boils down to selling a product. While this one does capture the brand’s spirit, offering and ethos just right, it’s the real people and real stories which steal the show.

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