Muthoot Pappachan Group evangelizes ‘Blue Soch’ in its new campaign with Vidya Balan

Muthoot Pappachan Group underlying credo for the campaign ‘Blue Soch’ is Empowering Human Ambition.
The campaign also launches the new brand philosophy for the Group, ‘Blue is Belief’

The Muthoot Pappachan Group, lovingly called by its customers as the Blue Muthoot, has recently launched its new campaign #KahaaniBlueSochki with its new brand ambassador Vidya Balan.

As the Blue Muthoot, it introduces a new theme – Blue Soch – that is dedicated to the progressive thinking of its customers who demonstrate hardwork and determination along with firm self-belief in the face of adversity. The key message that the campaign aims to drive is that the Muthoot Pappachan Group supports people with the Blue Soch and thus, empowers human ambition.

The films have been conceptualised by L&K Saatchi and Saatchi. The campaign comprises of two films for MSME Loans- Puncture Shop and Chai Shop and two films for Gold Loans- Mother-Son and Tailor.

Anil S Nair, CEO and Managing Partner of L&K Saatchi and Saatchi says: “Unlike most financial services brands, who want to project themselves as the messiah of the underprivileged, Muthoot Pappachan Group respects the spirit and determination of the customers in their pursuit of success against all odds. The communication focuses on this belief that their customers are determined people with bigger dreams and we are happy to partner them in that journey. Interestingly, all the 4 TV scripts are inspired by true Muthoot Pappachan Group Customers’ stories, which is what makes it so endearing and our job so meaningful”

Talking about why Vidya Balan was chosen as the brand ambassador, Sanjeev Shukla, Chief Marketing Officer, Muthoot Pappachan Group, elaborates: “By offering easily accessible & simple financial products & services to people who are not so well-off, but have the grit & gumption to achieve their aspirations, Muthoot Blue acts as a catalyst to their Blue Soch. Helping them to rise above their circumstances and build a brighter tomorrow for themselves. To talk to this audience, we found the perfect match in Vidya Balan. The national award-winning actor is a well-known humanitarian who has a genuine interest in driving societal change and has time and again demonstrated the same.”

The films have been directed by Nikhil Rao of Jamic films and were shot on location in the interiors of Gujarat to give them a real, gritty feel.

The Media approach is to maximize reach and at the same time create an impact in order to differentiate the brand.

The TV campaign will spread the message across the country and will be supported by a cross-media blitz that will use a wide spread presence online and on-mobile.

The agency, L&K Saatchi and Saatchi also worked towards brand re-positioning, from ‘Believe in Blue’ to ‘Blue is Belief, which got accepted by Muthoot Pappachan Group, in the first go. Expressing his delight on the same, Anil Nair, CEO & Managing Partner of the Agency, says, “It’s not many times that we have clients so thoughtful and open to have advertising partners co-create Marketing Strategy; the Group is indeed a cool blend of 131 years of value driven legacy and a young open mind for new thinking & ideas”

Agency: L&K Saatchi & Saatchi

Creative Team:
Delna Sethna- Chief Creative officer (COO)
Rohit Malkani – Executive Creative Director (National)
Mayuresh Wagle – Creative Director (Copy)
Ravi Ananthan- Associate Creative Director (Copy)
Saurabh Sankpal- Creative Director (Art)
Anand Vyas- Group Head (Art)

Planning :
Snehasis Bose- Sr. Vice President-Planning

Account management:
Alpa Dedhia- Associate Vice President
Harish Shetty- Brand Services Director
Pulin Parekh- Brand Service Manager

Vijay Vigamal- Sr. Manager Films
Director: Nikhil Rao
Producer: Akshay Uchil
Production house: Jamic Films

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