Amitabh in new Muthoot Finance campaign

07 Feb,2022

By Our Staff

 

Muthoot Finance has launched its new marketing campaign. The campaign is anchored by the brand ambassador, Amitabh Bachchan, across three films built around the game of chess to highlight two elephants in its logo.  This win in a game of chess using the Elephant is a metaphor for winning in life by trusting the Muthoot Elephant and availing Muthoot Finance Gold Loans to realise your dreams.

 

Said Alexander George Muthoot, Joint Managing Director, The Muthoot Group: “Through this clutter-breaking campaign, we present our brand in a distinguished and unique way through the game of chess. Our endeavor is to facilitate people lead a much better quality of life by helping them unlock the true potential of their emotional currency (household gold jewellery) and move ahead in life. Our objective is also to help grow the gold loan category, and being the category leader we consider it as our primary responsibility to lead the way. With +25,000 tons of gold in the form of household jewellery available in India and less than 5% of it being monetised by way of gold loans; the scope for growth is tremendous. I am confident this new communication of ours will pave the way for us to further strengthen our leadership position in the gold loan category.”

 

 

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