'Muthoot Finance invests 30% of annual media budget in Bharosa India Ka campaign'

Muthoot Finance has launched two ad films as part of its ‘Bharosa India Ka’ brand campaign featuring brand ambassador Madhuri Dixit.  

Speaking about the consumer insights that drove the campaign Abhinav Iyer, Senior General Manager-Marketing and Strategy at The Muthoot Group told exchange4media, “In life, we often face situations, even in our daily routine, where we need to make a choice. The core consumer insight behind our Bharosa India Ka campaign is that in life, whenever there is doubt, it is probably best to keep that option out and instead go ahead with the ‘trusted’ option.”

The twin ad films reinforce Muthoot Finance’s position as a reliable partner in the financial services sector. The first ad film focuses on removing doubt from decision-making and the second film delves into the emotional significance of gold as a generational asset. Together, they present a compelling message of the enduring trust Indians place in gold and Muthoot Finance's reliability.  

Bharosa India Ka is set to be an integrated marketing campaign launched across TV, Print, Cable, Digital, Activation and BTL mediums.  

On the target audience front, Iyer added that traditionally in our country, household gold jewellery is owned by the lady of the house. “However, the role of man of the house in the credit decision making process is equally important. Therefore, it has always been crucial for us to speak to both genders,” he said.  

This is a major marketing campaign for the company, and it is investing in excess of 25-30% of its annual media budget for amplifying this campaign. Muthoot worked closely with its creative partner Jio Creative Labs while conceptualising and producing the Bharosa India Ka campaign.  

“The films look great even more due to the phenomenal screen presence of the ever-graceful Madhuri Dixit Ji and incredible craft of Mr. Sudeep Chatterjee, Cinematographer & Director of the films,” Iyer said.