Muthoot Fincorp takes on-ground route to spread awareness on Express Gold Loan

By afaqs! news bureau , afaqs!, New Delhi | In OOH News | December 27, 2011
Managed and executed by Integrated Experiential Solutions, the on-ground activation for Muthoot Fincorp's Express 3-Minute Gold Loan offer is spread across North India.

Integrated Experiential Solutions (IES), a division of MOMS (a unit of Madison World), has rolled out an on-ground activation in a bid to promote Muthoot Fincorp's Express 3-Minute Gold Loan offer. The on-ground activation is an extension of its television commercial and the recent outdoor campaign across the country.

The activation is based on a game which is commonly played during marriages. In the game, the bride and the groom are asked to find a ring immersed in a bowl. In the activation, two persons compete with each other to find a gold coin in a bowl filled with ornaments. The winner is then awarded a gift and a scratch card. If the scratch card says 'Congratulations', then the person is taken to its office which is closest, given a gift, and informed about the gold loan offer and other services.

The 20-day activation kicked off during the first week of December, and will continue until the end of the month. It is being carried out near Muthoot Fincorp's office premises in Delhi, and 20 towns and cities across Punjab and Haryana including Amritsar, Ludhiana, Hoshiarpur, Phagwara, Jalandhar, Kharar, Sangrur, Barnala, and Dera Bassi.

Saumen Roy, business head, Integrated Experiential Solutions, says, "The main aim of the activation is to increase the number of footfalls into Muthoot Fincorp's branch office and inform customers about the speed of the loan offer, followed by detailed knowledge on the services. The activation engages customers through a game and simultaneously informs them about the offer."

The idea behind the activation is to maximise its reach amongst male customers aged 30 years or more, and also increase brand recall and awareness in Tier 2 cities. The focus is on this particular segment as it is the deciding authority on financial matters in the family.

"Since Muthoot Fincorp competes with both established and growing players, it is essential for us to bring out the convenience and speed of processing the gold loan, which sets it apart from others. Around 11,600 people have been contacted in the past week, with 7,500 crucial leads and increased branch walk-ins," comments Roy on the results of the activation.

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