Muthoot Finance: 'Prarthana' Campaign

Muthoot Finance Ltd., has rolled-out a new advertising campaign today -"Prarthana" with a tag line 'Sapney aapke, prarthana hamari'- that means your aspirations, our inspirations.

Conceptualised by the Delhi team of GREY Worldwide, the core objective of this campaign was to present Muthoot Finance as a company that goes beyond just the five minutes that a customer spends while making a transaction in a branch; it does it from the heart and with a prayer that whatever the customer wishes for, comes true.

The TVC speaks about the multiple milestones that arise in the lives of common people. Whether it's a business venture, a new home, welcoming the birth of a new baby, or a child's higher education- the idea was to go beyond the fact that sometimes you just need to take a loan. In each of these situations, Muthoot Finance not only is a facilitator that works to keep alive the dreams of people, but is also a trusted company that believes in praying for people's endeavours to turn out successfully.

Alexander George Muthoot, Director, The Muthoot Group, said, "In today's day and age of transactional relationship between the marketer and the consumer, it was imperative for us to bring out the essence of our company - trust, care and being inclusive. As market leaders and competing at the same time with multiple competitors, it was important for us to differentiate ourselves. The product that we offer is the same but our philosophy is not. The new campaign talks not just about the fact that 'we give gold loans for anything you need' but talks about the fact that we care about your dreams and when we give you a gold loan, we pray that the dream that you have seen comes true, essentially bringing forward the core thought of a loan with a heart."

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Amit Akali, National Creative Director & EVP, GREY India, "When we met the client for the pitch briefing, we realized that while most 'Gold Loan' companies were transactional and atypical moneylenders, almost Shylock like, Muthoot was clearly different. They came from the philosophy that when a client comes to you to pledge his gold, he comes to you because of a problem, a need or a dream, they were there to find a solution. We did a 'mystery shopper' exercise to validate the same and realized that Muthoot employees actually behaved differently; they seemed more concerned about your problems, went out of their way to help, were polite and were ingrained with small 'human' practices, like handing out money only with their right hand. We were then clear that we need a route that would allow us to bring alive these 'intangibles'. That's where the thought of Muthoot employees 'praying' for their clients dreams to be realized came from. When it came to the film, we wanted to keep it simple and 'real', with 'real' characters and show what they actually took loans for."

Muthoot Finance has devised a 360 degree marketing campaign that includes Electronic, Print, Radio, Digital and Outdoor. The ad will be aired and published across India in local languages.

Agency:GREY WORLDWIDE, Delhi

Client:Muthoot Finance

Client Team:Avinav Chaubey, Neha Verma

Agency Team:

National creative Directors: Malvika Mehra & Amit Akali

Executive Creative Directors: Amit Shankar, Uddalak Gupta & Vishnu Srivastav

Associate Creative Director: Ankit Pandya

Account Management: Dip Sengupta, Sanghamitra Chakraborty, Aditya Pare & Abhishek Kumar

Account Planning: Dheeraj Sinha & Divyapratap Mehta

Films: Samir Chadha & Sharad Shinde

Production House:Native Films

Director: Shirsha Guha Thakurta

Producer: Prithvi Raj Luthra