MUTHOOT Finance encourages the city to ‘Put Your Gold to Work’


Mumbai, October 21, 2022: Muthoot Finance launches its out-of-home campaign ‘Put Your Gold to Work’ across cities in Southern India. The campaign, conceptualized and executed by Platinum Outdoor, a unit of Madison World, personifies ‘Gold Lying Idle’ through the mascot character ‘Goldman’ and communicates in local regional languages through four comedians who are designated as ‘Brand Ambassadors’ in each region (also referred to as Brahmanandam in Telugu, Sadhu Kokila in Kannada, and Johnny Antony in Malayalam).

Through this campaign, Muthoot has reached every corner of three southern states: Karnataka, Andhra Pradesh, and Kerala. The campaign will be executed in three phases, with ten days between each phase. As part of the first phase, traditional outdoor media was used across markets to create impact, which was followed by a reach phase involving a variety of media. A transit media campaign is used as part of the 3rd phase of the campaign to increase campaign frequency. The campaign is live across 1400+ media units with over 4 lakh square feet of exposure.

In order to ensure maximum impact and awareness amongst consumers, a variety of formats are utilized. These include Billboards, Unipoles, Digital Out of Home, Bus Shelters, Sky Walk, Underpass, Airport Media, as well as Transit Media, such as trains, metro, buses. The billboards are placed at prominent, high-traffic locations in each state, in order to effectively target areas with high footfall and commuter traffic across each state.

Speaking about the campaign, KR Bijimon, Executive Director, Muthoot Finance said, “Through this campaign we wanted to amplify the trust and faith instated in our name to a newer and larger set of younger audience. We believe that the younger people today are financially literate, and our gold loans are an ideal fit to meet their varied financial needs. There is only a partial population that considers gold loan as a quick and easy solution, but the ground is wider and deeper for us to explore. This campaign aims to showcase that, and urge our customers to use their idle gold at home to fulfil their dreams and needs”.

Dipankar Sanyal, CEO, Platinum Outdoor and MRP said, Creating stellar work for our clients has always been our passion, both creatively and strategically. It is extremely gratifying to see our ideas, plans, and execution come to life through Muthoot Finance’s such ambitious campaign.

Platinum Outdoor is a part of Madison World that operates several brands in OOH including MOMS, Platinum Outdoor, Activation specialist – Madison TURNT, Rural specialist – Anugrah Madison and Retail Specialist – MRP. Platinum Outdoor handles marquee clients like Tata Motors, Vi, Parle Agro, Campus Shoes, Square Yards, Licious amongst many others.

Platinum Outdoor is a part of Madison World, India’s largest homegrown communication agency established in 1988. Madison World through its 11 Units served last year, as many as 500 Advertisers.


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