Muthoot Finance, India’s leading gold loan non-banking financial company (NBFC), has launched its latest campaign, Har Shubharambh Mein Apno Jaisa Bharosa, with brand ambassador Amitabh Bachchan.
The campaign underscores the significance of gold loans in fueling aspirations and ensuring financial security for every important new beginning—be it education, entrepreneurship, home renovations, or business expansion.
The Shubharambh campaign positions gold loans as a powerful financial tool, allowing individuals to unlock the potential of their gold jewellery to achieve their dreams. With Muthoot Finance’s extensive range of gold loan solutions, customers can access quick and hassle-free funding whenever they need it.
The two-film campaign, featuring Amitabh Bachchan, brings to life relatable scenarios where gold loans serve as a bridge between aspirations and reality. The films will be extensively promoted across television, print, outdoor media, digital platforms, and ground activations throughout FY25’s fourth quarter.
Alexander George Muthoot, Joint Managing Director of The Muthoot Group, emphasized the company’s deep-rooted legacy in financial services, stating, “For over 800 years, our family has been dedicated to serving customers with financial solutions that empower their lives. Our presence across 7,000+ branches and our commitment to 2.5 lakh customers daily have earned us the title of India’s No.1 Most Trusted Financial Services Brand for eight consecutive years, as per TRA’s Brand Trust Report.”
He further highlighted that Har Shubharambh Mein Apno Jaisa Bharosa is more than just a campaign—it’s a promise of trust and reliability that Muthoot Finance extends to every customer looking to turn their ambitions into reality.
As part of the Gold Loan Mela, Muthoot Finance has introduced an engaging Refer & Win contest, where customers can refer friends and family to avail gold loans and stand a chance to win exciting rewards. Over 11,000 lucky participants will take home prizes worth ₹70 lakh, including gold coins and gift vouchers.
George Muthoot Jacob, Deputy Managing Director of The Muthoot Group, shed light on the immense value lying dormant in Indian households, saying, “Indian families hold nearly 25,000 tonnes of gold jewellery, a vast yet underutilized asset. Our Shubharambh campaign aims to educate and encourage people to leverage this wealth for their financial growth. After rolling out the campaign across North, East, and West India, we are now preparing for a national expansion, including the Southern markets.”
To ensure maximum reach and engagement, Muthoot Finance has adopted a comprehensive marketing strategy. Abhinav Iyer, Senior General Manager – Marketing and Strategy, The Muthoot Group, explained, “With a well-rounded campaign conceptualized by Jio Creative Labs, we aim to spread awareness about gold loans through compelling storytelling. Amitabh Bachchan’s impeccable performance in the films brings out the emotional and practical significance of using gold loans to achieve aspirations.”
Additionally, Muthoot Finance is amplifying its Milligram Rewards loyalty program and Customer Engagement Reward Program, offering gift vouchers and 24-carat gold coins to customers who actively engage with the brand.
With its Shubharambh campaign, Muthoot Finance continues to reinforce its leadership in the gold loan sector, empowering individuals to transform their dreams into tangible realities. By providing accessible, reliable, and rewarding financial solutions, the company remains a trusted partner in every customer’s journey toward success.
