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.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
