India,
May 16, 2025 : Muthoot FinCorp Limited (MFL), the flagship company
of the 138-year-old Muthoot Pappachan Group, also known as Muthoot Blue,
has launched an engaging new three-film ad campaign featuring brand ambassador
Shah Rukh Khan. This campaign positions Muthoot FinCorp as India’s Original
Gold Loan Specialist and underscores the brand’s commitment to making gold
loans accessible, seamless, and hassle-free for every Indian.

At the
heart of this campaign is a powerful message: gold loans should empower the
customers, not exhaust. With over 3700 branches and a smart digital experience
through the Muthoot FinCorp ONE app, Muthoot FinCorp combines trust with
technology to deliver gold loans anytime, anywhere – with just a missed call.

Conceived
by Moonshot, the campaign turns everyday loan struggles into moments of
laughter and relief, thanks to SRK’s trademark charm. Whether it’s skipping
long queues, avoiding unnecessary paperwork, or ditching awkward dance moves to
impress loan officers, each film humorously reminds viewers that the real hero
is Muthoot FinCorp’s hassle-free loan process.

All three
films emphasize on the ease of getting a gold loan at Muthoot FinCorp with just
a missed call.

Campaign
Highlights:

·      
Film 1: A businessman seeks SRK’s endorsement to secure a
loan. But before he can even impress the loan manager with his superstar charm,
Muthoot FinCorp’s easy gold loan approval alert arrives. As SRK aptly puts it,
he knew the loan process would be smooth sailing all along with Muthoot FinCorp
– https://youtu.be/An5t-3plQ20

·      
Film 2: At a Muthoot FinCorp branch, SRK breaks into a dance
to help a businessman get a loan. The Muthoot manager steals the spotlight,
revealing the true highlight: Muthoot FinCorp’s straightforward loan process,
that’s the real star of the show. SRK nods in agreement, remarking that Muthoot
FinCorp’s smooth loan process was a given – https://youtu.be/IlgJqzuT8g0

·      
Film 3: When a friend is in urgent need, SRK steps in, so
does Muthoot FinCorp offering assistance even on a Saturday. A witty punchline
drives the point home: you can count on friends, but smart borrowers count on
Muthoot FinCorp – https://youtu.be/ndoZIQDm1xY

Mr. Shaji
Varghese, CEO, Muthoot FinCorp said, “With a legacy of over 138 years,
we’re reinforcing our position as India’s Original Gold Loan Specialist with
our latest ad campaigns. These campaigns mark a significant step towards our
vision of empowering customers with innovative and convenient financial
solutions. We’re thrilled to partner again with our brand ambassador – SRK to
showcase the simplicity and convenience of our gold loan process, further
solidifying our reputation as a trusted financial services provider. SRK’s humor and charisma bring
to life the convenience and accessibility of our gold loan services, empowering
our customers to achieve their goals.”

Devaiah
Bopanna, Co-founder, Moonshot said “Working on legacy brands is always
enriching, because you have to push the boundaries while respecting their history
and ensuring you add to their rich brand equity. Muthoot FinCorp was especially
fascinating because this is a 100-plus-year-old brand, with the biggest
superstar on the planet as its face. Collaborating with the Muthoot FinCorp
team was a joy. They were open to bold ideas and encouraged us to go the extra
mile to get every detail right. Working with SRK is a dream. He improvised,
delivered perfect takes, and took the creative several notches higher.”

Multilingual
& Multichannel Launch:

The
campaign will run in Hindi, Malayalam, Telugu, Kannada, Tamil, and Gujarati
across TV, digital platforms, print, outdoor, and on-ground activations –
ensuring maximum visibility and connection with audiences across India.

About
Muthoot FinCorp

Muthoot
FinCorp Limited, the flagship company of 138-year-old business conglomerate
Muthoot Pappachan Group, is India’s leading Non-Banking Financial Company
(NBFC) with an aim to transform the lives of common man by ensuring their
financial wellbeing through an array of varied products and services. The
Company today offers more than two dozen products and services through its
3700+ branches across India and aims to serve the underbanked, to be their most
trusted financial partner, and ensure financial inclusion of every household in
India. Muthoot FinCorp’s long-standing experience, expertise and stronghold in
the semi urban and rural areas has enabled the company to provide quick &
customized finance options to the masses.

About
Muthoot Pappachan Group

Founded
in 1887, Muthoot Pappachan Group (MPG) is a significant entity in the Indian
business landscape with nationwide presence and tailor-made products and
services for its customers. The Group which planted its roots in retail
trading, later diversified into various sectors including Financial Services,
Hospitality, Automotive, Realty, IT Services, Precious Metals, and Alternate
Energy. With Muthoot FinCorp Limited as its Flagship Company and Bollywood icon
Shah Rukh Khan as its brand ambassador, Muthoot Pappachan Group (MPG) today
stands as a formidable presence in India. With over 47000 Muthootians and a
vast network of over 5200 branches across the country, the Group is deeply
committed to Environmental, Social, and Governance (ESG) excellence aiming to
create a long-term value for its stakeholders while contributing to a more
sustainable and equitable future. Muthoot Pappachan Foundation, the CSR arm of
the group facilitates the CSR activities for the entire Group companies
focusing on Health, Education, Environment and Livelihood (HEEL).