Case Studies
February 19, 2024

Muthoot Finance’s Impactful Local Engagement Campaign

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Muthoot Finance's Impactful Local Engagement Campaign

Problem Statement

Muthoot Finance, a leading financial corporation from Kerala, was the official sponsor of the Delhi Daredevils IPL team, gaining significant national media presence. However, despite the sponsorship, the brand’s hometown of Kerala did not experience the expected impact. The target audience was the common layman, typically engaging with the brand for services starting from as low as INR 1,000. Muthoot Finance needed a strategy to create a strong emotional connection with its local audience in Kerala.

Solution

To address this, MBO (Media Box Office) conceptualized a hyper-local campaign titled “Muthoot Kuttikombanmar” (Muthoot Little Champions). The campaign aimed to foster a sense of community engagement that resonated with the target audience in Kerala. It sought to bring the cricket craze closer to home, bridging the gap between the brand’s national presence and local engagement.

Campaign Concept

Medium

Government schools

Target Age Group

High school students

Activation Strategy

The campaign targeted government schools in a cost-effective manner by distributing posters with a call to action, inviting students to participate in cricket tryouts. This approach leveraged the widespread passion for cricket among school students and ensured maximum participation.

Activation Execution

The activation was designed as an outreach program, inviting 2,000 to 3,000 students across various government schools to participate in cricket tryouts. From these participants, a team of 11 students was carefully selected based on their cricket skills. The selected students were given a once-in-a-lifetime opportunity to travel to Raipur by flight and serve as ball boys during a Delhi Daredevils match. This experience was particularly emotional and memorable, as it involved flying for the first time and brought the students directly into the excitement of the IPL—a dream come true for many. Additionally, the students had the incredible chance to meet and take photographs with cricket legend Virender Sehwag, further amplifying the emotional impact and creating unforgettable memories.

Results

High Emotional Impact

The campaign successfully forged a profound emotional connection between Muthoot Finance and the students, their families, and the broader community. The selected students’ stories resonated deeply, enhancing brand affinity.

Enhanced Media Reach

Upon their return from Raipur, a press conference was held in the presence of Muthoot’s Managing Director. The event received extensive coverage from leading dailies and was followed by special columns and interviews, significantly boosting Muthoot Finance’s local visibility.

PR Success

The campaign generated substantial media attention, positioning Muthoot Finance as a brand that genuinely engages with and supports its local community. The narrative of ordinary students achieving extraordinary experiences captivated the public, enhancing brand perception among the target audience.

Conclusion

The “Muthoot Kuttikombanmar” campaign effectively addressed Muthoot Finance’s challenge of creating local impact in Kerala. By connecting with the community through government schools and engaging students directly, Muthoot Finance was able to foster a strong emotional bond, elevate brand loyalty, and generate significant local media coverage—all while reinforcing its identity as a brand that champions the common man.