Muthoot Finance initiates ₹150 Cr+ media AOR pitch for traditional channels
Industry observers suggest that this pitch will see intense competition, given the account size and the visibility associated with the brand
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Published: Apr 5, 2025 10:45 AM | 1 min read
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Muthoot Finance Ltd has rolled out a media agency of record (AOR) pitch for its traditional media mandate. The Delhi-based marketing head office has invited six to seven top media agencies to participate in the high-stakes pitch process.
Estimated to be valued at over ₹150 crore, the pitch focuses exclusively on traditional media channels, excluding digital. This move underscores Muthoot Finance’s intent to further amplify its brand presence across mass media platforms—TV, print, radio, and outdoor.
While the company has been investing in digital and out-of-home platforms, this AOR pitch signals a renewed push for dominance in traditional media, especially to drive reach across Tier II and III markets.
Industry observers suggest that this pitch will see intense competition, given the account size and the visibility associated with the brand. Muthoot Finance’s media mandate has historically been a coveted one and this latest move could be a game-changer in the current AOR landscape.
E4m reached out to Muthoot Finance for an official confirmation, but there was no response at the time of publishing.
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