Muthoot Finance Launches Gold Loan Kamaal with a Spotlight on Diverse Loans

Muthoot Finance, one of India’s largest gold loan non-banking financial companies (NBFC), has launched an engaging advertising campaign titled ‘Gold Loan Kamaal, Doosre Loan Bemisaal’, featuring renowned brand ambassador Mr. Amitabh Bachchan. The campaign comprises three ad films, each highlighting Muthoot Finance’s varied financial offerings beyond its well-known gold loans, including the Gold Overdraft Loan, Personal Loan, and Loan Against Property.

Through this initiative, Muthoot Finance aims to educate its diverse customer base about the convenience and flexibility offered by these loan products, reinforcing its commitment to providing inclusive and holistic financial solutions. The campaign underscores Muthoot Finance’s legacy of trust and reliability, with Mr. Bachchan delivering a compelling message in each film, showcasing the benefits of their comprehensive suite of loan products.

Mr. Alexander George Muthoot, Joint Managing Director of The Muthoot Group, commented on the campaign's launch, “With a rich legacy spanning over a century, Muthoot Finance has positively impacted the lives of millions through our wide array of products and services. Our new campaign not only highlights the brand’s leadership in the Gold Loan segment but also provides insight into our diverse offerings. Our goal is to serve as a one-stop financial supermarket for our customers’ varied credit needs. Innovative products like Gold Overdraft, Personal Loans, and Loans Against Property, combined with our extensive presence across India, reinforce our position as a diversified financial services conglomerate.”

The first film focuses on how customers can unlock the potential of their gold assets while maintaining liquidity, complemented by an overdraft facility. Unlike traditional loans, interest is charged only on the amount withdrawn, making it particularly advantageous for business owners and self-employed individuals. The second film showcases the quick and hassle-free process of obtaining personal loans from Muthoot Finance to meet personal financial requirements without complexity. The third ad film highlights the Loan Against Property, enabling customers to leverage their real estate for larger loans, thereby providing financial freedom to invest in their aspirations.

Abhinav Iyer, Senior General Manager – Marketing and Strategy at The Muthoot Group, stated, “While Muthoot Finance is widely recognised for its gold loans, the 'Gold Loan Kamaal, Doosre Loan Bemisaal' campaign strategically aims to popularise our other loan products as well. With Mr. Amitabh Bachchan’s charismatic presence, we hope to resonate with our diverse customer base and demonstrate how the versatility of our loan offerings can transform financial decision-making. Each ad film has been crafted to connect with audiences personally, and we are confident that this campaign will strengthen our brand’s position as a trusted leader in the financial services sector.”

Muthoot Finance’s extensive network of over 6,759 branches and its experience serving more than 250,000 customers daily have earned it recognition as India’s No. 1 Most Trusted Financial Services Brand for eight consecutive years, according to TRA's Brand Trust Report. Building on its established trust, Muthoot Finance’s new campaign emphasises that while gold loans are exceptional, its other credit solutions are equally unmatched in value and reliability.