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Happy Birthday to You!!!! Muthoot celebrates 125th birthday!

To celebrate the quasquicentennial year of the Muthoot Group, its gold finance arm Muthoot Finance has launched a year-long out of home campaign. As part of the campaign, the company has branded trains, trolleys and boats in various cities across the country.

It is not every day that one gets a chance to celebrate the 125th birthday! The Muthoot Group, an M George Enterprise, completed 125 years of its operation on February 4. To celebrate its 125th year, its gold finance arm Muthoot Finance has launched an out of home (OOH) campaign.

Avinav Chaubey

The OOH campaign has been launched in a phase wise manner and is a part of the brand campaign that was started during the festival season in September 2011. Muthoot Finance is present in 23 states, and the first phase of the campaign has been launched in Mumbai, Amritsar and Varanasi.

As a part of the campaign in Mumbai, three trains which ply on different lines - Western, Central and Harbour - have been branded in red and white colours focusing on the gold loan, with the tag line 'Muthoot Finance - India's Largest Gold Loan Company'.

In Amritsar, the company has branded luggage trolleys at the Golden Temple. And, in Varanasi, it has branded boats at four ghats which witness high footfall of devotees.

Speaking about the campaign, Avinav Chaubey, chief marketing manager, Muthoot Finance, says, "The idea behind executing such a large scale campaign is to mark the celebration for the entire year and portray a larger-than-life image of the brand. Rather than follow the regular route for an OOH campaign, we have incorporated innovative ideas into our marketing plan."

Interestingly, the company has tied up with several OOH agencies for the execution of the campaign in different cities. It is working with Milestone Brandcom in Mumbai.

The company plans to continue with innovative ideas to create huge brand recall. This includes an upcoming activity in Bhopal and Kolkata, which will involve branded balloons connected with a battery, to be carried around the city by men.

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