MAM
Muthoot prays for fulfillment of the consumers’ aspirations in new Ad Campaign
NEW DELHI: ‘Sapney aapke, prarthana hamari‘ (your aspirations, our prayers) is the tagline of the new advertising campaign by Muthoot Finance Ltd.
Conceptualised by the Delhi team of Grey Worldwide, the core objective of this campaign was to present Muthoot Finance as a company that goes beyond just the five minutes that a customer spends while making a transaction in a branch, into the company with a heart. In other words, when Muthoot Finance provides a gold loan to a customer, the customer is always given that loan by Muthoot Finance from the heart and with a prayer that whatever the customer wishes for comes true or gets full-filled.
To give the six-week campaign a holistic approach, Muthoot Finance has devised a 360 degree marketing campaign that includes electronic, print, radio, digital, outdoor etc. The ad will be aired and published across India in local languages.
Muthoot group director Alexander George Muthoot said: “In today‘s day and age of transactional relationship between the marketer and the consumer it was imperative for us to bring out the essence of our company – our essence of trust, of care and of being inclusive. As market leaders and competing at the same time with multiple competitors, it was important for us to differentiate ourselves. The product that we offer is the same but our philosophy is not. The new campaign talks not just about the fact that ‘we give gold loans for anything you need‘ but talks about that we care about your dreams and when we give you a gold loan, we pray that the dream that you have seen comes true, essentially bringing forward the core thought of a loan with a heart.”
Grey India National creative director & EVP Amit Akali said, “When we met the client for the pitch briefing, we realised that while most ‘Gold Loan‘ companies were transactional and atypical moneylenders, almost Shylock like, Muthoot was clearly different. They came from the philosophy that when a client comes to you to pledge his gold, he‘s come to you because of a problem, a need or a dream and they were there to find a solution. We did a ‘mystery shopper‘ exercise to validate the same and realised that Muthoot employees actually behaved differently; they seemed more concerned about your problems, went out of their way to help, were polite and were ingrained with small ‘human‘ practices, like handing out money only with their right hand. We were then ‘clear‘ that we need a route that would allow us to bring alive these ‘intangibles‘. That is where the thought of Muthoot employees ‘praying‘ for their clients dreams to be realised came from. When it came to the film, we wanted to keep it simple and ‘real‘, with ‘real‘ characters and show what they actually took loans for.”
The concept behind ‘Sapney aapke, prarthana hamari‘ was to go beyond the clich?©s like fear, elevation, the best in class, the best returns, security, being always there, etc. In the transactional world of banking and NBFC, ‘Sapney aapke, prarthana hamari‘ stands out. It purely states that when the consumer approaches Muthoot Finance for a gold loan, he is not only provided that loan but the company understands the dreams and aspirations. While no company can shy away from the business angle, the aim is to bring out the humane side: pray that all dreams come true. Thus, the core of this concept was to present a Muthoot Gold Loan as a ‘loan from the heart‘.
The TV poetically speaks about the multiple milestones that arise in the lives of everyday, common people. Whether it‘s a business venture, a new home, welcoming the birth of a new baby, or a child‘s higher education, the idea was to go beyond the fact that sometimes you just need to take a loan. In each of these situations, Muthoot Finance not only is a facilitator that works to keep alive the dreams of people, but is also a trusted company that believes in praying for people‘s endeavours to turn out successfully.
The campaign was made keeping The Muthoot Group‘s legacy of 126 years of trust and being one of India‘s highly-respected diversified business conglomerates.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
