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...