Aarti Pahwa, New Delhi
With squeezing household incomes for most of the middle-class families due to loss of jobs, pay cuts and undefined source of income with the closing of businesses, more and more people are opting for gold loans. During this uncertain times, Kerala based NBFC, Muthoot finance launched a new initiative to provide COVID-19 insurance to its gold loan customers. Kotak Mahindra's general insurance and Muthoot finance limited have made a tie-up to provide COVID-19 special insurance only for its gold loan customers. The initiative as part of the ongoing customer loyalty program and it is called Muthoot Finance Ayush Gold Loan and it will provide an insurance cover up to 1 lakh. To launch this new product, the company has partnered with Platinum Outdoor for an outdoor campaign in the southern states.
To be visible across the cities, the campaign has been executed in approx. 18 cities likely Chennai, Coimbatore, Pondicherry, Salem, Kanyakumari, Madurai, Sivagangai, Tanjore, Theni, Tirunelveli, Trichy and Bangalore, Mangalore, Gulbarga, Hubli, Dharwad etc. Moreover, a rich media mix of formats has been incorporated by the agency to give a wider dimension to the campaign. The media mix includes formats like Bus Shelters, Billboards, Unipoles and Pole Kiosks.
The attention-grabbing units that were adorned with brand ambassador Amitabh Bachan demanded 100% visibility and the agency chose all major arterial routes and junctions reaching out and building frequency for the campaign. While the impact through media has been created by strategic media unit chosen, but what made the lasting impact is undoubtedly the strategy backed planning used for the campaign. The agency had mapped the TG, their congregation and their typical day part analysis to develop the best plan that yields the most effective impact.
Speaking about the campaign, K. R. Bijimon, Chief General Manager of Muthoot Finance said, "Muthoot Ayush Gold Loan" marketing campaign is planned to maximize the reach through Outdoor campaigns which is surely beneficial for the consumer during these uncertain times. I am sure the strategic planning put in by Team Platinum Outdoor will go a long way to achieve the objectives of the campaign"
Dipankar Sanyal, CEO, Platinum Outdoor said, "Muthoot Finance Ayush Gold Loan" campaign was a well thought out campaign handled by Platinum in the Southern states. This campaign has a lot of significance as it shows the revival of OOH in the unlocking phase. The campaign was planned using our proprietary tools and mobility data to reach the right audience at the right place. We are elated to have been able to partner Muthoot for this important campaign."