Muthoot: Kabali campaign

Rohan Padival

This case study shows how Muthoot Fincorp, a financial services company, successfully engaged with its Indian audience through its partnership with the famous movie star Rajnikanth and his movie, Kabali.

Campaign details

Brand: Muthoot FincorpBrand Owner: MuthootLead Agency: Interactive Avenues Pvt. Ltd.Country: IndiaIndustries: Financial servicesMedia Channels: Games & competitions, Online display, Online video, Search marketing, Social media, Websites & microsites

Executive Summary

Objective:

The financial services giant released silver coins featuring Rajnikanth to grow awareness of Muthoot Fincorp's association with the movie Kabali.

Campaign execution:

The campaign was kicked off with a video calling for entries from people showcasing their Kabali style. The best ones stood a chance to win a silver coin with the likeness of Rajnikanth on...

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