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‘Gold Loan is Good’ says Muthoot Finance in its latest OOH campaign

19, August, 2020

Aarti Pahwa, New Delhi

Executed by Brandscope, the OOH campaign has been carried out in more than 50 cities and over 200 sites.

Introduction

The Indians' love for the yellow metal is no secret. But in the times of COVID-19 pandemic, the same fondness for gold may help many in keeping their boats afloat. The gold price is touching a record high in the domestic market, and in the current scenario, gold glitters as a ray of hope for individuals as well as many small businesses. Hence, taking advantage of this opportunity, Muthoot Finance, India's largest gold loan NBFC has launched a new brand campaign 'Gold loan is Good' to reach out to existing and prospective customers with the gold loan proposition.

Campaign Details

To complement the brand's print, TV and digital communication campaigns, Muthoot Finance has come up with an out-of-home campaign running across prominent cities of the country. The campaign aims to overcome common hesitations and notions associated with Gold Loans; increasing the overall gold loan category for the industry, and projecting gold loans as a smart option for seeking quick and hassle-free financial credit. The campaign is executed by Brandscope.

Through this campaign, the Company aims to convince new loan seekers that Gold Loans are one of the most convenient, easy and quickest forms of availing loans to kick-start their business, as they involve minimal paperwork, and can be availed from any of the Company's 5000+ branches across India. The attention-grabbing units that were adorned with brand ambassador Amitabh Bachchan demanded 100% visibility, that's why we chose media vehicles that are high on impact, and evoke a lasting impression.  Panoramic Billboards and Unipoles having the capacity of attracting maximum eyeballs were used to create tailor-made communication for the target audience.

Key Quote

Discussing the idea behind the OOH campaign, Abhinav Iyer, General Manager (Marketing & Strategy) for The Muthoot Group, said, "Our OOH investment is part of our larger integrated marketing campaign for 'Gold Loan is Good'. Outdoor in an important recall medium and one of the 5 to 6 mediums handpicked to launch our new advocacy-based communication which was launched in Q1 and shall continue in Q2."

"Besides traditional OOH, we have also included a few DOOH sites and some interesting innovations. With phased unlocking measures, people have started stepping out.  Since we have received some great deals, we chose to leverage Outdoor to the best extent possible. Overall, the media landscape is certainly under stress, but we have great partners who stitched some good deals, thereby helping us get maximum value from our investments," added Iyer.

Tags :  OOH Muthoot Finance Brandscope India Abhinav Iyer Gold Loan is Good

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