Muthoot Fincorp takes its '3 min gold loan' offer pan India

The company has launched a month-long, out of home campaign to promote its new offer 'Gold Loan in 3 min', across more than 100 towns in various cities in Maharashtra, Gujarat, Delhi, Haryana, Punjab, Tamil Nadu, Andhra Pradesh, and Karnataka.

After launching a television commercial, Muthoot Fincorp, the flagship company of the Muthoot Pappachan Group, in an effort to promote its new offer 'Gold Loan in 3 min', has rolled out a month-long out of home campaign, across more than 100 towns in various cities in India.

The idea behind the campaign was to tap a pan India presence, and to reach out to towns in Tier III, to create brand recall and awareness. The on-going campaign started in the last week of November, and will continue until December.

Commenting about the campaign, a spokesperson from Muthoot Fincorp elaborates, "Our main objective was to build the brand awareness through the campaign, as well as to promote the new offer of ' Gold Loan in 3 min'. We have taken the outdoor route as outdoor advertising has helped us build our brand and reach out to the target audience in the most convenient way."

To strategise and execute the entire outdoor campaign, Muthoot Fincorp has roped in two outdoor agencies -- MOMS and Percept Out of Home, covering different cities. While Percept Out Of Home planned and executed the outdoor campaign across 39 towns in Maharashtra, Punjab and Gujarat, MOMS, the OOH unit of Madison, launched the campaign in more than 80 towns in Karnataka, Andhra Pradesh, Tamil Nadu, Delhi, and Haryana.

Rajneesh Bahl, business head, outdoor, Percept Out Of Home, says, "Based on the objective of the campaign to increase brand awareness, the OOH campaign has been launched across various outdoor mediums with a view to reach audiences more easily."

The agencies have used various outdoor mediums such as hoardings, bus shelters, signage, wall graphic, pole kiosk, centre medians, billboard, bridge panel, mobile van, bus back panel, cantilever, gantry, railway platform, and foot over bridge (FOB) to spread the message 'Getting a gold loan: 3 mins'.

"The execution for the campaign had to be detailed as the challenge was to make the brand presence felt among other promoting products. The campaign was a kind of a re-launch of the brand, along with the promise of gold loans at Muthoot Fincorp being available in three minutes," remarks Dipankar Sanyal, chief operating officer, MOMS.