Ad Campaigns
Muthoot Finance launches ‘Bharosa India Ka’ campaign with Madhuri Dixit as ambassador
Mumbai: Muthoot Finance, India’s largest gold loan NBFC has launched a new integrated marketing campaign titled ‘Bharosa India Ka’ featuring Madhuri Dixit, who came on board as brand ambassador with Muthoot Finance.
Over the years, Muthoot Finance has benefitted over 72 crore people (including repeat customers) with its products and services. With more than 2.5 lac people reaffirming their faith in the brand on a daily basis, spanning across the length and breadth of the country, which has led to Muthoot Finance earning immense trust from the people. The recent certification granted to Muthoot Finance, as the No. 1 Most Trusted Financial Services Brand by The Brand Trust Report 2023, for a 7th-year running is testimony of the trust the brand has ‘earned’ over a long period of time.
The 360-degree campaign, ‘Bharosa India Ka’, launched on 1 August 2023, is a humble recognition of this long-standing trust and a way to express the brand’s gratitude towards people who have maintained their preference and faith in Muthoot Finance. The campaign reaffirms the brand’s traditional leadership status in the Gold Loan segment while drawing attention to its various loan offerings such as Housing Loan, Personal Loan, Vehicle Loan as well as providing Gold Loan at Home service.
Besides amplifying the different loan categories, the ad film also showcases key features of Muthoot Finance’s services, such as minimal documentation, zero hidden charges, hassle-free procedures, and the Loan at Home facility, amongst many others.
Speaking about the campaign, The Muthoot Group joint managing director Alexander George Muthoot said, “Muthoot Finance is a diversified financial conglomerate and this TVC with Madhuri Ji brilliantly showcases some of our main loan products such as Home Loan, Personal Loan and Vehicle Loan, in addition to Gold Loans. The main idea of this campaign is to reinforce our credentials as a financial supermarket, a brand with unblemished track record and certified as India’s Most Trusted Financial Services Brand for 7 years in a row by the prestigious Brand Trust Report. With 20 diversified divisions and 5850+ branches serving 2.5+ Lac customers every day, Muthoot Finance has earned the trust of crores of Indians since inception. Hence, we thought of the campaign tagline as ‘Bharosa India Ka’.”
Madhuri Ji showcases the brand in a very interesting and vibrant avatar to connect with a cross section of audiences and especially female audiences whom Muthoot Finance has truly empowered over many years. The flagship product – Gold loans is a great way to enable women to unlock the true potential of their emotional currency and realise their dreams and aspirations. The ‘Bharosa India Ka’ campaign embodies the larger essence of our brand’s legacy of trust and confidence customers have in our various products and services.
The Muthoot Group senior general manager- marketing & strategy, Abhinav Iyer added, “‘Muthoot Finance Loans – Bharosa India Ka’ is a special campaign for us since it is our maiden integrated marketing campaign with Madhuri Ji. The campaign features the charismatic Madhuri Ji in an exciting and visually stunning musical TV commercial that showcases our diverse product propositions across our various loan products. Sung by the ever-popular Sunidhi Chauhan, the upbeat and catchy ad-campaign is choreographed and directed by the talented duo – Piyush & Shazia. Besides TV, the campaign will also be carried across print, outdoor, digital, cable and ground activation.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
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AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
