Muthoot Finance: Every cloud has a golden lining

Gold loan company, Muthoot Finance, inspired consumers in India by showing the potential of hoarded gold.

Campaign details

Brand: Muthoot FinanceBrand owner: The Muthoot GroupEntrant company: Mindshare MumbaiIdea creation: Mindshare, Mumbai / Digital Radio Broadcasting Limited, DelhiMedia: Mindshare, MumbaiMarket: IndiaSector: Credit cards & loansMedia channels: Newspapers, Online video, Outdoor, out-of-home, Radio & audio, Social media, Word of mouth, influencersBudget: Up to 500k

Executive summary

According to CMIE data, 122 million jobs were lost in India during 2020 due to Covid-19 and 75% of them were wage labourers and small traders, leading to massive cash crunch.

Muthoot Finance, the largest...

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