In a decade and half long relationship that continues to this day, this agency-client partnership has managed to change people’s perception about gold loans from a distress product to the loan of choice. The path wasn’t easy, especially in the wake of strong social taboo against gold pawning that is justified only if a family is at the brink of financial ruin. Today, through persistent marketing and communication efforts, the brand has come a long way and services over 2 lakh customers every single day, through its 5500+ network of branches in India and abroad.
‘Soch Badaliye aur life mein aagey badhiye’ is a positive expression of moving forward in life. It encourages the target audience to think differently and progress in life.
