Muthoot goes outdoor to promote Fair Play Gold Loan in Delhi, Mumbai and North East

India’s financial conglomerate Muthoot Finance, took a step further in its gold loan segment by launching Fair Play Gold Loan, and has gone outdoor extensively in prime locations of Delhi, Mumbai, Kolkata, Pune, Ahmedabad, Jharkhand, Lucknow, Kanpur and some North Eastern states. The campaign was also launched to feature the brand’s new ambassador soccer sensation Bhaichung Bhutia and the brand’s association with Indian Soccer League (ISL).

Talking about the brand ethos, Alexander George Muthoot, Director, The Muthoot Group said: “We started our media activities post ISL where the trophy was sponsored by us. The significance of the trophy is that it represents the concept of Fair Play and the innate values of our brand and the game. We have always been in the forefront to promote sports and celebrate sportsmanship. Our involvement with the Hero Indian Super League goes beyond business as the concept of Fair Play reflects the congruence of The Muthoot Group’s principles of ethics, values, reliability, dependability, trustworthiness, integrity and goodwill with the values espoused by the game.

Covering premium locations across Delhi, the campaign covered important market places, outside some metro stations, metro pillars, public utilities, standing panels, metro towers, foot-over bridges and backlit boards at New Delhi railway station and strategic locations on the Ring Road. Shailendra Luthra of Unison Advertisers informed, “Similarly, in Mumbai, we took 118 sites covering 13572 sq ft space. In Siliguri and a few other North Eastern states, we took 21 units covering 15612 sq ft space.

In future, the brand is looking forward to OOH initiatives in cities like Jaipur, Jodhpur, Chandigarh, Hisaar, Surat, Bhopal, Varanasi, Allahabad and some more cities of North East India