Muthoot Finance
India's largest gold loan brand, bought street by street rather than nationally.
- Client
- Muthoot Finance
- Discipline
- Cable TV Advertising
- Sector
- Finance
- Year
- 2025
Campaign/Cable TV Advertising/2025
A brand every household already recognises, buying reach it does not need. The job was to spend against the catchment each branch actually serves, not the country.
Muthoot Finance does not need introducing anywhere in India, which is a harder brief than it sounds: a brand everyone already knows cannot buy attention with novelty, and national television sells it the entire country when what it actually needs is the catchment around each branch.
So the buy was cable, network by network. The film ran on the local operators serving the localities each branch actually draws from — the same medium this agency started in, still planned by hand against a connectivity sheet rather than a national rate card, and released in the languages those households actually watch in.
- 01Cable Network Planning
- 02Geo & Locality Targeting
- 03Language-Centric Buys
- 04Spot Scheduling
- 05Master & Delivery
- 06Telecast Certification
The medium westarted in, in 1994.
01Google Sheets
The connectivity sheet — every network, locality and slot, agreed before a single booking.
02DaVinci Resolve
Grade and master, then one conform per network's own delivery spec.
03FFmpeg
Encoded to .mp4, .mov or .avi at whatever the operator asked for, so nothing is rejected at ingest.
04Dolby
Audio brought to broadcast levels — the most common reason a spot bounces back.
05WeTransfer
How approved masters reach the operators. Four hours from there to on air.
06Vimeo
Review and sign-off, so approval is a link rather than a meeting.
02 shots
- Deep Maroon#3D0C0C
- Ember#7A1F1F
- Gold#D4A437
- Warm Cream#F5E6C8
