MMTC-PAMP unveils Raksha ‘Bandhan’ ad

07 Aug,2020

By A Correspondent


To celebrate the timeless bond between brother and sister, MMTC-PAMP- accredited Good Delivery Gold refinery with 22feet Tribal Worldwide has unveiled a digital campaign ‘Raksha is Timeless’ to redefine the eternal bond.


Vikas Singh

Commenting on the launch, Vikas Singh, Managing Director & Chief Executive Officer of MMTC PAMP, said: “We would like to thank 22feet Tribal Worldwide for conceptualising this campaign to highlight the timeless bond between brother & sister and through the campaign highlight the real meaning of Raksha that goes beyond just a day. We believe that financial security is a perfect gift a brother can give his sister. MMTC-PAMP has created one of the world’s first gold ecosystems and brings to India the largest state-of-the-art refining capability. At MMTC-PAMP, we are constantly attempting to revolutionize the investment purchases and the way in which our customer engages with our products. Our Gold and Silver products are of the highest quality and have become the de-facto benchmark in the Indian market.


Ashutosh Sawhney

Added Ashutosh Sawhney, Managing Partner, 22feet Tribal Worldwide: “Most brands usually tend to see moment marketing as a moment in time when brands can leverage either just that moment or a build up to that moment. What we tend to miss is the opportunity to engage with people in a medium to long term through some of the fixed moments. In Rakhi, MMTC-PAMP saw an opportunity of not culminating something at Rakhi day (which most brands would do) but instead, starting something with it. Given the brand’s strategic task ahead for building a new habit of investing in digital gold, we felt that we can extend the single occasion of Rakhi into an emotion which is timeless. Unpeeling the simple insight of Rakhi being a day in time amongst brothers and sisters but the emotion of Raksha being a present continuous one gave us the opportunity to get consumers to start a gold saving plan on behalf of their sisters. All this is made possible because the entry into buying digital gold is at an extremely small price point and the reason for saving for your sisters is a very large one.”



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