Muthoot Fincorp plays Game of Life

By Jhumur Nandi , afaqs!, New Delhi | In OOH News | August 13, 2012
The activity is designed in the form of the snakes and ladder board game in which the squares with snakes have real life financial contingency situations and the ladder squares show different brand propositions of Muthoot Fincorp.

Muthoot Fincorp has been promoting its 'Express 3 Minute Gold Loan' offer extensively through on-ground activation and the out of home (OOH) route. The brand has again executed a canter van activity called 'Game of Life' across India in a bid to educate the public about the benefits of the offer.

Game of Life is played in a canter van and designed in the format of the popular board game, snakes and ladders. The 'snakes' have real life financial contingency situations (challenges), while the ladder squares show different brand propositions of Muthoot Fincorp. The number 3 on the otherwise regular die is replaced by the monogram, 'Express 3 Minute Gold Loan'.

A minimum of two and a maximum of four people can simultaneously play the game. Participants throw two dice at a time and advance in the game according to their scores. Any participant who gets the Express 3 Minute Gold Loan monogram on both the dice wins the game by default. Otherwise, the player one who reaches home first is declared the winner and given a gift on the spot.

During the activity, information is given to the customers on easy steps to acquire the loan through Muthoot Fincorp. The activity is executed near Muthoot Fincorp's branches and winners are given prizes at the branches, thereby increasing footfall.

Tiju Easow, vice-president, marketing, Muthoot Fincorp, says, "The Game of Life concept was developed to engage with participants through a game format which depicts the various ups and downs of life and how Muthoot Fincorp, through its unique product offering, helps to transform lives. This on ground initiative has helped us to reach the masses directly."

"As the industry is going through a changing phase, driving new walk-ins has become increasingly challenging. Our main objective for the activity is to interact with more customers, especially in our catchment area and make them aware of our various products and services," Easow adds.

The campaign is being executed in Northern India (Delhi, Haryana, Punjab and Uttar Pradesh); Central India (Madhya Pradesh); Western India (Gujarat and Maharashtra); and Southern India (Kerala, Tamil Nadu, Karnataka and Andhra Pradesh).

The company has roped in major agencies such as Platinum Communications, a Madison World division and Percept OOH for executing the activation, which started in July and will continue for 45 days.

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