Ad Campaigns
Muthoot Finance unveils ‘Gold Loan Kamaal, Doosre Loan Bemisaal’ campaign
Mumbai: Muthoot Finance has launched the ad campaign ‘Gold Loan Kamaal, Doosre Loan Bemisaal’ featuring Amitabh Bachchan. The campaign includes three films that highlight financial offerings beyond gold loans, including gold overdraft loan, personal loan, and loan against property.
This initiative aims to educate customers about the convenience of these loan products and reinforces Muthoot Finance’s commitment to inclusive financial solutions. Each ad features Bachchan delivering key messages about the benefits of these offerings.
The Muthoot Group joint MD Alexander George Muthoot said, “With its rich and unmatched legacy of more a century, Muthoot Finance has positively impacted the lives of millions of customers through its plethora of products and services. Our new campaign not only highlights the brand’s leadership in the Gold Loan segment but also offers a sneak peek into the diverse offerings. Our goal is to be a one-stop financial supermarket for our customers’ diverse credit requirements. These innovative products such as gold overdraft, personal loan and loan against property coupled with our strong presence Pan-India, reinforces our position as a diversified financial services conglomerate to serve millions of customers every day.”
The first film focuses on leveraging gold assets with an overdraft facility, charging interest only on the withdrawn amount, ideal for business owners. The second film highlights the quick process for personal loans to meet financial needs. The third film emphasises loan against property, enabling customers to secure larger loans by leveraging real estate for their goals.
The Muthoot Group senior general manager – marketing and strategy, Abhinav Iyer said, “While Muthoot Finance has widely been recognised for its gold loans, the ‘Gold Loan Kamaal, Doosre Loan Bemisaal’ campaign is a strategic effort to popularize our other loan products too. With Mr. Amitabh Bachchan’s charismatic presence in these films, we hope to resonate with our diverse customer base and demonstrate how the versatility of our loan products can truly transform their financial decision-making. Each ad film has been crafted to connect with our audiences on a personal level and we are confident that this campaign will reinforce our brand’s position as a trusted leader in the financial services space.”
Muthoot Finance operates over 6,759 branches and serves more than 2.5 lakh customers daily, earning the title of India’s number one Most Trusted Financial Services Brand for eight consecutive years, according to TRA’s Brand Trust report. Building on this trust, Muthoot Finance’s new campaign emphasizes that while gold loans are notable, their other credit solutions also offer exceptional value and reliability.
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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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.
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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.
