Muthoot Finance Launches ‘Kholiye Khushiyon Ki Tijori’ to Encourage Customers to Unlock Happiness

The campaign is anchored by Amitabh Bachchan, Muthoot Finance's brand ambassador for the past five years. The campaign includes a series of 4 powerful TV commercials, each highlighting unique and unparalleled aspects of Muthoot Finance Gold Loan. The advertisements have been crafted in an emotive manner to connect with people on a personal level, while also showcasing the core product benefits of Muthoot Finance Gold Loan. It is an integrated, multi-media campaign that is live across TV, print, digital, out of home, activation, and various BTL mediums.

The objective behind the campaign is to encourage people to monetize their idle and unproductive gold jewelry, lying in their safes and lockers. The campaign strongly advocates utilizing this idle gold to help individuals and their families move ahead in life and experience more happiness and joy.

The 1st TVC highlights the unwavering trust that Muthoot Finance customers have in the company. Pledging gold is like pledging an emotional asset and trust forms the foundation of Muthoot Finance's business. The advertisement draws a parallel between a child's trust in his father and a customer's trust in Muthoot Finance. The advertisement also emphasizes that over 2.5 Lakh customers are served at Muthoot Finance branches every day, further demonstrating the company's commitment to customer satisfaction.

The 2nd TVC focuses on the world-class 7-layered security infrastructure at Muthoot Finance branches, which ensures the safety of customers' gold. The advertisement draws a parallel between the constant and uninterrupted vigil of soldiers on the borders and the 24x7 CCTV surveillance, OTP enabled strong rooms, insured lockers, and other security measures in place at Muthoot Finance branches.

The 3rd TVC presents the new ideas and possibilities of availing a Muthoot Finance Gold Loan. The advertisement showcases various purposes for which a Muthoot Finance Gold Loan can be used, such as starting a business, buying a dream home, or pursuing hobbies and dreams. The advertisement also features a real-life story of a customer who availed a gold loan to buy a pet, showcasing how Muthoot Finance helps customers fulfill their dreams and desires.

The 4th TVC of the campaign highlights Muthoot Finance's strong network of 5750+ branches and its unique Gold Loan at Home service. The advertisement emphasizes how Muthoot Finance is a true friend in times of need, always ready to help with its extensive branch network and Gold Loan at Home services. The advertisement is delivered in a warm and touching manner by Mr. Bachchan.

Muthoot Finance is committed to helping people experience happiness by fulfilling their dreams and aspirations. The company has launched several digital initiatives in recent months to create a digital ecosystem that has been well-received by its customers. These initiatives include an AI-enabled Muthoot Chatbot, iMuthoot Mobile App, and interest and loan repayment facilities through partnerships with Google Pay, PhonePe, and WhatsApp. Muthoot Finance has also launched the Gold Loan Industry's first loyalty program, ‘Gold Milligram Rewards,' which offers customers 24 Carat gold for every transaction and for referring successful customers.

Mr Abhinav Iyer, Senior General Manager, Marketing & Strategy at The Muthoot Group, quotes:

Our latest marketing effort, "Kholiye Khusiyon Ki Tijori!", promotes the idea of using Muthoot Finance Gold Loans to fulfill one's aspirations and bring joy. The campaign aims to encourage loan seekers to utilize their unused gold, kept in safes and lockers, to meet their personal, family, or business requirements. It is to show people how they can put their idle gold to good use and bring happiness into their lives by taking steps to improve their circumstances and bring joy to themselves and their families. Despite focusing on the key advantage of Muthoot Finance Gold Loans, these films have been expertly created with a strong emotional appeal, connecting with real human emotions, making them relatable and enjoyable to watch.

About Muthoot Finance

With over 5750+ branches in rural, semi-urban, and urban areas, Muthoot Finance Ltd. is one of India's largest non-banking finance companies & is India's No. 1 Most Trusted Financial Services Brand by TRA's Brand Trust Report for 6 years since 2016. The company was established in 1939 and has since provided hassle-free financing options to millions of customers.