Muthoot Fincorp unveils new campaign for its 3-Minute Express Gold Loan

We looked at the brand and its role differently. Rather than anchor gold loans in the distress/emergency space, we decided to take it into a happier space yet keep it real by depicting attainable aspirations. We appropriated the benefit of "transforming lives ' Jab Zindagi Badalni HO' and made it uniquely ownable by Muthoot Fincorp by adding the 3-minute express gold loan differentiator.

The films were evolved from a simple core thought: That, while a Muthoot Fincorp gold loan takes only 3 minutes from start to finish, the purpose for which it was taken may be delayed by "happy problems' ' such as, finding a suitably evocative name for a new business venture. This represents a refreshingly lateral approach vis-à-vis all communication seen in the category until now.

In all, 3 films were conceived and created, appealing to sensibilities in different regions of the country. Yet, the human insights and situational piquancy used in the films are universal in nature. The films have a light-hearted, real-life feel to them, right down to the selection of the cast.

This would be a national multi media campaign where TV will be supported by Print, Outdoor, OOH, Radio and BTL activities.