Muthoot Pappachan Group builds on ‘Blue Soch’ with Vidya Balan.

Muthoot Pappachan Group (MPG), the diversified business conglomerate, has always been an enabler in the entire lifecycle needs of the customers. With their credo of ‘empowering human ambition’, MPG has endeavoured to provide assistance to the common man in realizing his dream and achieve his ambition.

On the same lines, ‘Blue Soch’ campaign by MPG was launched as part of the brand transformation that encapsulated a customer’s everyday struggles and the determination to succeed in spite of the numerous hindrances. In the first phase, we captured the heart-warming stories to spread awareness about our Gold Loans and MSME offerings. The stories highlighted how Muthoot was a catalyst and an able partner in fulfilling the dreams of the hard working common man.

After a successful run of the phase one, Muthoot Pappachan Group has come out with its next phase of the campaign with its beloved brand ambassador Vidya Balan.

As the Blue Muthoot, it carries forward the theme of Blue Soch, dedicated to the progressive thinking of its customers who demonstrate hard work 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 advertisements show the next generation starting to make a mark for themselves and the parents recognizing their transformation into achievers. These parents demonstrate the Blue Soch and MPG provides support to help them enable the zealous youngsters in achieving their dreams. The campaign highlights these everyday heroes from every walk of life and celebrates this group of strong-willed individuals.

Sidheshwar Sharma, EVP at L&K Saatchi and Saatchi says: “In L&K Saatchi and Saatchi’s immersions with Blue Soch people across the country, we discovered amazing stories of empowerment: how Muthoot Papachan Group enables people in transforming their lives. With such a rich relationship that we share with people, all we had to do was take inspiration. These videos are stories of real impact the brand is bringing to every life, every day!”

Commenting on the idea & creative process behind the campaign, Delna Sethna, CCO, L&K Saatchi and Saatchi, said, “Muthoot Blue champions the cause of Everyman. And ensures that it will financially empower the people traditional channels will overlook. Given their generous spirit it’s only natural for the creative to embody that. For this go around the films are even more heart- warming and will hopefully win even more hearts in the bargain.

Talking about Blue Soch and the Muthoot’s brand promise, Sanjeev Shukla, Chief Marketing Officer, Muthoot Pappachan Group, says: “At Muthoot, we have always believed that our customers are our real strength, and it’s their indomitable spirit that we celebrate as ‘Blue Soch’. We believe brands can only make long-term sustainable relationships when they move beyond the realm of transactional value to truly partner a customer’s needs and requirements. Because essentially, it’s about building human connections or long-term relationships in our case, that is also reflected in our brand promise of empowering human ambition.”

The films have been directed by Piplu R Khan of Potli Baba & Prodigious Films and were shot on location in the interiors of Rajasthan to give them a real, relatable 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.


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