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HomeThink TankCampaign DissectionManappuram Finance Launches a New Gold Loan Campaign

Manappuram Finance Launches a New Gold Loan Campaign

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Manappuram Finance Ltd has launched a groundbreaking advertising campaign titled ‘Make Life Easy With Doorstep Gold Loan’, aimed at revolutionizing gold loan accessibility nationwide. This campaign is a significant departure from typical celebrity endorsements, instead focusing on showcasing regular people facing financial challenges and the simplicity of accessing gold loans.

Manappuram Finance Campaign Narrative

The campaign starts by rephrasing the company’s iconic punchline, “Why run helter-skelter for money when you have gold at home,” highlighting the untapped potential of gold assets. By featuring real people in financial need, the advertisement connects with audiences on a personal level, emphasizing the relatable nature of the service being offered.

Emphasizing Simplicity and Convenience

The advertisement vividly portrays the frustrations of individuals seeking financial aid but facing hurdles in securing loans. It emphasizes the simplicity and convenience of accessing the Manappuram Doorstep Gold Loan through either the dedicated mobile app or a toll-free number. Upon initiating a request through these channels, a representative promptly visits the applicant’s home, ensuring swift processing of loan formalities within minutes.

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Manappuram Finance’s CEO speaks

Mr. VP Nandakumar, Managing Director and CEO of Manappuram Finance Ltd, said, “The core theme of the ad derives from our commitment to digital connectivity, operational agility, and smooth customer experience. This campaign underscores our dedication to facilitating quick disbursal of funds and providing financial solutions tailored to the modern lifestyle.”

Targeting Diverse Audiences

Premiering on social media and TV networks in ten languages, including Malayalam, Assamese, Bengali, Hindi, Kannada, Marathi, Punjabi, Tamil, Telugu, and Gujarati, the campaign targets diverse audiences across the nation. This multi-lingual approach ensures that the message reaches people from various cultural backgrounds, making the services accessible to a wider demographic.


Manappuram Finance Ltd’s advertising campaign ‘Make Life Easy With Doorstep Gold Loan’ is a bold step towards revolutionizing gold loan accessibility in India. By focusing on real people and emphasizing simplicity and convenience, the campaign effectively communicates the company’s commitment to providing quick and hassle-free financial solutions. With its multi-lingual approach, the campaign ensures that the message resonates with audiences across the nation, making gold loans more accessible to all.

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