MUMBAI: The Muthoot Pappachan Group, also known as 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 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 campaign comprises of two films for MSME loans- puncture shop and chai shop and two films for gold loans- mother-son and tailor.

L&K Saatchi and Saatchi CEO and managing partner Anil S Nair 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 four 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, Muthoot Pappachan Group chief marketing officer Sanjeev Shukla, elaborates, “By offering easily accessible and simple financial products and services to people who are not so well-off, but have the grit and 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 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 maximise 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.