'Put Your Gold to Work' suggests Muthoot Finance

Muthoot Finance has launched its out-of-home campaign with the messaging 'Put Your Gold to Work', across cities in southern India. The campaign, conceptualised and executed by Platinum Outdoor, a unit of Madison World, personifies ‘Gold Lying Idle’ through the mascot character ‘Goldman’ and communicates in local regional languages through four comedians who are designated as 'Brand Ambassadors' in each region (also referred to as Brahmanandam in Telugu, Sadhu Kokila in Kannada, and Johnny Antony in Malayalam).

Through this campaign, Muthoot has reached every corner of three southern states: Karnataka, Andhra Pradesh, and Kerala. The campaign has been executed in three phases, with ten days between each phase. As part of the first phase, traditional outdoor media was used across markets to create impact, which was followed by a reach phase involving a variety of media. A transit media campaign is used as part of the 3rd phase of the campaign to increase campaign frequency. The campaign is live across 1400+ media units with over 4 lakh square feet of exposure.

In order to ensure maximum impact and awareness amongst consumers, a variety of formats are utilized. These include Billboards, Unipoles, Digital Out of Home, Bus Shelters, Sky Walk, Underpass, Airport Media, as well as Transit Media, such as trains, metro, buses. The billboards are placed at prominent, high-traffic locations in each state, in order to effectively target areas with high footfall and commuter traffic across each state.

Speaking about the campaign, K R Bijimon, Executive Director, Muthoot Finance said, “Through this campaign we wanted to amplify the trust and faith instated in our name to a newer and larger set of younger audience. We believe that the younger people today are financially literate, and our gold loans are an ideal fit to meet their varied financial needs. There is only a partial population that considers gold loan as a quick and easy solution, but the ground is wider and deeper for us to explore. This campaign aims to showcase that, and urge our customers to use their idle gold at home to fulfil their dreams and needs”.

Dipankar Sanyal, CEO, Platinum Outdoor and MRP said, “Creating stellar work for our clients has always been our passion, both creatively and strategically. It is extremely gratifying to see our ideas, plans, and execution come to life through Muthoot Finance's such ambitious campaign.”