Muthoot FinCorp Ltd, the flagship financial services arm of the Muthoot Pappachan Group, has launched a fresh advertising campaign featuring Bollywood actor Shah Rukh Khan. The three-part film series presents a humorous take on the often-complicated experience of availing gold loans, while positioning Muthoot FinCorp as a streamlined alternative.
The new campaign, developed by creative agency Moonshot, focuses on simplifying access to credit, emphasising convenience, minimal paperwork, and the availability of loans through a missed call or the company’s digital platform.
Each of the three short films revolves around everyday situations involving loan seekers. In one, a borrower attempts to win over a loan officer, only to find that the approval process is already complete through Muthoot FinCorp’s digital system. Another scene depicts Khan breaking into a dance to help a customer, only to be upstaged by the ease of the loan process itself. In the third, a friend in need is helped not just by Khan, but by the company’s ability to provide loans even on a weekend.
According to the company, the campaign aims to draw attention to the brand’s hybrid model of over 3,700 physical branches combined with a mobile app to deliver quick and accessible services. The commercials, now live on multiple platforms, will be broadcast in six regional languages, including Hindi, Malayalam, and Tamil, and will run across TV, digital, print, outdoor, and on-ground channels.
Company officials say the effort is part of a broader strategy to highlight gold loans as a practical, approachable form of financing, particularly at a time when many Indians continue to rely on personal gold assets to meet financial needs.