15 years ago, abm partnered Muthoot Finance, which was the largest Gold Loan provider in the Southern States of Kerala and Tamil Nadu. The intent was to launch its Gold Loan product across India. The company was an unknown entity outside the 2 Southern States, and it would be difficult for families to entrust their gold with Muthoot. The challenge was to make Muthoot Group a trustworthy household name and break taboos against gold pawning. The campaigns have helped Muthoot Finance become synonymous with Gold Loan nationwide and broken taboos against gold financing.
The most essential aspect of the communication was to break through the barriers of inhibition that shrouded the minds of consumers.
