Bharat Media Group (BMeG), a 360-degree integrated marketing and communication agency, has won the OOH mandate for Muthoot Finance’s new marketing campaign for the Southern markets- Telangana and Tamil Nadu.

Along with this, BMeG has also won the OOH mandate for Muthoot Forex for the Kochi market, a press release from the agency stated.

Muthoot Finance’s latest marketing campaign is all about their new mascot ‘Goldman’ which sends the message of ‘Put your gold to work for their various loan requirements.

The campaign uses a comic approach and is played by some prominent Indian comic faces like Johnny Antony, Brahmananda, Sadhu Kokila, and Radin Kingsley in four languages ​​- Malayalam, Telugu, Kannada, and Tamil respectively.

In the campaign, the character ‘Goldman’ is portrayed as having gold lying idle in the house. It highlights how a gold loan can meet the financial needs of people across different categories and different situations and facilitates availing multiple credit options in the market.

Through the campaign, the company aims to connect with the new and young target audience to demonstrate how their gold assets can be monetized to meet their dreams and needs. Divided into three phases, the campaign uses a diverse media mix and is one of the mediums used to amplify the OOH message.

Whereas the Muthoot Forex campaign is primarily an OOH-powered campaign that focuses on enhancing the products and services of the brand. To get maximum eyeballs, the BMEG OOH team, along with the Muthoot team, chose Kochi Metro Rail to run the campaign.

The entire metro train is wrapped in the brand’s creativity, reflecting the various offerings of Muthoot Forex.

Speaking of the partnership, KR Bijimon, executive director, of Muthoot Finance, “Through this campaign, we wanted to take the trust and faith established in our name to a new and larger young audience. OOH is an important medium that helps in creating mind space for the brand among the targeted TGs. We are delighted to have BMEG as our OOH partner in creating the desired visibility for the brand across all relevant OOH platforms in the designated markets.

Talking about the union, Anand Charles, CEO, of Bharat Media Group, said, “The Goldman OOH campaign is a very coveted win for us. In recent times, out-of-home advertising has made a strong comeback and is seen as one of the preferred methods of marketing communication. Muthoot Group ( The association with Muthoot Finance & Forex) replicates the trend of the industry. Our OOH team is excited to be a part of Muthoot Finance’s exciting campaign. The team focused on strategic locations and multiple mediums such as billboards, and Hawaii to make the campaign live Used for airports, bus shelters, transit, digital screens, railway stations, etc.