IPL ad series- Part V: Muthoot Finance’s ad cleverly interweaves cricket and Bollywood

Today, we take a look at Muthoot Finance’s ad campaign starring Amitabh Bachchan and Team CSK

e4m by Misbaah Mansuri
Updated: Apr 20, 2018 8:55 AM

To acknowledge some of the most interesting ad creatives rolled out for IPL, the following is the final part of a five-day IPL ad series in which will take a look at an impactful ad campaign and why we are ‘clean-bowled’ by it. Today, we take a look at Muthoot Finance’s ad campaign.

The creative

Muthoot Finance has brought together its brand ambassador Amitabh Bachchan with CSK, in a music video - a high-energy and action-packed extragavanza capturing the exhilaration of IPL, set to a great song, The Muthoot Finance song.

On-screen, DV Vivek plays the role of a sutradhar conveying the brand story through the song, along with Bachchan, who is grooving and delivering some key truths of taking charge of one’s life and dreams and how Muthoot Finance is there to fulfill it. It also brings the players of CSK team in active focus - in particular, MS Dhoni, Suresh Raina, Ravindra Jadeja and Harbhajan Singh, among others, in the CSK team outfit.

The team

The words have been penned by Swanand Kirkire in Hindi and Vairamuthu R. in Tamil. Both versions have been sung beautifully by Shankar Mahadevan. The foot tapping music has been composed by young and talented Daniel B George and choreographed by Sanju Varghese. The entire package has been conceived, planned and executed by ABM Communication and Pradeep Sarkar of Apocalypso Filmworks.

Abhijit Basu, Managing Director, ABM Communication, shared with exchange4media the creative brief for the campaign. “It was to capture the mega celebratory excitement of IPL by leveraging stalwarts like Mr. Bachchan and CSK Team in the backdrop of the brand’s promise of progress - ‘Life mein aagey badhiye’ through the brand’s various products and to connect especially with the Tamil Nadu market in a unique and refreshing way through the local idiom,” he said.

Our take

The ad campaign’s key communication is packaged and presented in a playful way and well integrates IPL and the product connect rather beautifully. The lyrics are fun and urge people to do newer things and dare to live their dream in a rather unique way. The film captures the CSK Team in various modes of celebration on the cricket field and off it and succeeds in establishing Muthoot Finance as a company offering more than just gold loans. Leveraging Bollywood superstar Amitabh Bachchan in such a jolly avatar while making a key conversation around finance adds another dimension to the brilliant ad.

Hits and misses?

Combining cricket and cinema, the ad’s concept, content and packaging could definitely strike a chord among the audience. The re-entry of Chennai Super Kings (CSK) into IPL 2018 created immense excitement and presented an ideal opportunity to ride on and Muthoot Finance has aced this. Bringing in elements of IPL while pitching their offering strongly, the brand has taken on the category of finance in a rather fun way. And that itself is an achievement.


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