Kochi: The new advertising campaign of Muthoot Finance is gaining huge appreciation for its excellent concept and presentation. The new mascot, ‘Goldman’ created for the campaign has created huge buzz in the industry and among the public. The big change is that the traditional concept of gold being just leveraged as a crisis management tool is shifted to considering the same as a valuable that can be used for any promising purpose. Muthoot Finance launched the new campaign after extensive market research and customer analysis. “We conducted a detailed market survey and understood the interests of all segments. We took into account the aspiration of the new generation. Finally, the campaign was designed with the youth in mind,” says Mathew Alexander, Senior AGM, Marketing, Muthoot Finance.
The campaign manages to convey the message that gold loans can be used for multiple life purposes apart from the usual crisis management situations. It was difficult to even think of gold loan as an option for purposes like leisure travel earlier. The campaign promotes the new concept of ‘gold that works for you’. It creates awareness on how emerging needs like studying abroad can be managed, leveraging the passively stored gold at home. The campaign is a comprehensive one using all media formats. Print, TV, Digital, Outdoor and ground activation have been utilized.This is an exclusive campaign for South India. Seperate campaign materials have been prepared in Malayalam, Tamil, Kannada and Telugu languages. Prominent actors in corresponding languages appear as ‘Goldman’ in each state. This is a brilliant strategy to accommodate the diverse cultural background of each state.
Muthoot Finance is the largest gold loan company in the country. Their advertising campaigns have been impressive at the national level throughout the years. The campaigns gained huge national attention when Amitabh Bachchan became the brand ambassador. Being the title sponsor of Delhi Daredevils in the IPL also contributed to massive enhancement of the Muthoot Finance brand image at national level.
Goldman campaign is mainly targeting the young generation and new consumers. By utilizing the passive gold stored at home for various purposes, a major change in attitude and life of the consumers can be expected.
“The campaign is trying to create a new culture that will be reflected in the business. This effort has long-term goals,” added Matthew Alexander.
Maitri, the prominent advertising and branding agency based in Kerala has created the concept, creatives and managed the campaign.
