- Unveils new brand philosophy ‘Blue is Belief’, celebrating the resolute spirit of the common man
- National Campaign rolls out today introducing , “Blue Soch” core to the corporate credo of ‘Empowering Human Ambitions’
Chennai, 6thJuly, 2018 :Muthoot Pappachan Group,(MPG) adiversified conglomeratein the financial servicesindustry,today unveiled its new corporate identity. This change is in view of the transformation strategy underway within the group, building further ahead of its brand philosophy, ‘Believe in Blue’, rolled out four years back. The new branding signifies the company’s unchanging values of excellence, collaboration and integrity,all focused on gaining and maintaining the trust of its stakeholders especially its customers. These values signify the Group’s undeterred focus on serving the common man and his needs, while reinforcing its commitment to growth through new ventures and new services and product offerings. As a part of this transformation, the group has also roped in Vidya Balan as its brand ambassador, to drive greater awareness around its offerings that are focused on empowering human ambitions,by way of meeting the lifecycle needs of this customer segment.
The quintessential Muthoot Pappachan Groupcustomer, is the common man, who despite all odds, continues to dream big and thrives through life’s challenges. The Group believes it is this indomitable spirit,that will inspire and define the future of the nation. The new campaign therefore dedicates- “Blue Soch”– that symbolises progressive thinking of thisset of customers who demonstrate hard work and determination along with firm self-belief in the face of adversity. This self-belief also comes alive in the new brand philosophy- “Blue is Belief”. It reflects limitless possibilities and endless opportunities as reflected through the blue sky and the blue ocean, both of which portendthe vast bounties of nature, unconstrained and unfettered by any limitations.The National Campaign led by a series of films is centered on the customers who demonstrate this “BlueSoch”. The key message that the campaign drives is that MPGbelieves in the capability of the common man and supports their“Blue Soch”, as they endeavour totransform their own lives.
Muthoot Pappachan Group, adopted the color Blue, the color of the Sky and The Ocean, as its corporate color and imbibed the philosophy of ‘Believe in Blue’, underscoring its inimitable trustworthiness, four years back, in March, 2014. Today, the Blue Muthoot, goes even further, to say that ‘Blue – indeed – is Belief’.
“MPG today has set a benchmark in the industry in its role as a partner for the unbanked and common man, helping them realize their dreams and aspirations. In our journey towards delivering a distinctive blend of experience and personalized solutions, we have not only delivered innovative products and services but built new businesses and strengthened our capabilities to meet the lifecycle needs of this segment of customers. As we now aim to move the Group to the next level of growth; our new brand philosophy, reflects our evolution and expansion, our core values, our growing strength in the market and our dedication to our partners, customers, stakeholders and employees. It is a reaffirmation of our commitment to partner our customers through their lifecycle needs, even while encouraging and celebrating their spirit of “Blue Soch”, saidMr. Thomas John Muthoot, Chairman & Managing Director, Muthoot Pappachan Group.
Commenting on the association with Muthoot Pappachan Group, Vidya Balan said, “It is an honour to associate with Muthoot Pappachan Group, given the incredible work they are doing to elevate the common man and bring about equitable growth. The spirit of “Blue Soch” is all about celebrating everyday trials and tribulations of this segment of people and it gives me immense happiness to be able to contribute to this journey through this partnership. I will also take this opportunity to urge each one of you to celebrate this indomitable spirit of the common man and make “Blue Soch”the revolutionary movement that it deserves to be.”
Mr. Thomas John Muthoot, Chairman and Managing Director, further added, “We are further delighted to introduce Vidya as the voice for Blue Soch, as she epitomizes strength of character and distinct individuality, often seen chartering the unconventional route to success. Vidya personifies the relentless desire to positively change the socio dynamics of the society and uplift the common man by working towards rudimentary societal issues. We believe our customers identify with her and she will further help us cement our philosophy of empowering human ambitions by propagating the power of Blue Soch.”
Mr. Anil S Nair, CEO & Managing Partner, L&K Saatchi & Saatchi India, said,“ MPG group wanted us to capture their spirit in a campaign that doesn’t feel like advertising. All we had to do was to re-tell the real stories of self-belief of their customers and MPGs supportive role in bringing those stories into fruition. We at L&K Saatchi and Saatchi are honored to have a client like MPG who backs the creative vision of the agency to the fullest.”
The new campaignencapsulates the common man’s day to day life struggles and miseries and his ability to succeed and dream big despite it with support from MPG. For instance, a tea shop owner whose business gets impacted has MPG assisting him to relocate to a new location leading to better sales; A puncture shop owner who extends his business to include a food stall now has more customers; a son who returns the pawned gold of his mother after successfully landing a job, all celebrate the innate triumph of the human spirit of overcoming all odds to emerge successful.This campaign celebrates these everyday heroes in every walk of life and“Blue Soch” is an ode to this group of strong-willed individuals.
The new ad campaign will be aired across markets pan-India. To ensure additional impact, the TVCs will also be aired during prime-time movies & top reality shows like Big Boss in the South and Dance India Dance in the North. The TV commercials will be supported by a cross-media blitz that will use wide spread presence online and on-mobile along with print ads acrossthe South, West and North.
The campaign has been conceptualized and created by Team L&K, Saatchi and Saatchi. Rohit Malkani who is the Executive Creative Director on the account along with MayureshWagle, Ravi Anathan, SaurabhSakpal and AnandVyas is the creative team behind this campaign. The truly moving portrayal of our Muthoot Blue customers and their Blue Soch got captivatingly captured in the films, by director, Nikhil Rao.