Muthoot Finance focuses on OOH media for ‘Gold Loan is Good’ campaign
By M4G Bureau - August 20, 2020
In partnership with Brandscope, the campaign featuring brand ambassador Amitabh Bachchan has been carried out in 50 cities and an over 200 sites
Discussing the idea behind the campaign, Abhinav Iyer, General Manager, Marketing and Strategy, The Muthoot Group, said, “Outdoor in an important recall media to deliver a strong, robust and integrated marketing campaign. It is an essential part of our media mix. It is an advocacy campaign and being the category leader, it is our responsibility to work towards dispelling misconceptions in the minds of gold loan seekers. We launched this campaign in the first quarter which will continue until September this year, maybe even further.”
“Besides traditional OOH, we have also included a few DOOH sites and some interesting innovations. With phased ‘unlocking’ of activities, people have started stepping out which led to increased traffic on roads. Having attractive opportunity, we chose to leverage outdoor media for our campaign. With the help of our partners we are able to run the campaign and get maximum value for the investments,” added Abhinav Iyer.
Anjum Tanwar, Senior Vice President, Brandscope India, said, “We are glad to be a part of such a significant campaign. Understanding the current turmoil, it was our priority to reach out to the right audience in the right place at the right time. We, along with our client Muthoot Finance went hyperlocal to address our consumers. With the help of data, we were able to match the desired results. The entire campaign was spread across multiple cities and an over more than 200 sites covering an area of 80,000 square feet to create maximum impact.”