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 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.
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.