This brand posed a dual challenge.
Changing consumer beliefs and perceptions is the most challenging of communication tasks to deal with. This can be done either through a very soft and gradual approach or by going to the other extreme and attacking the problem at the root. We decided to go for the jugular and take the mental barrier head on to shock consumers out of their accepted beliefs and drive action. In order to do this, we took 2 category conventions and turned them on their heads:
The use of celebrities in this case demonstrated that using funds smartly need not be associated with situations of not having money, but as a smart way to get your money to make more money.
The brand grew from 1800 crores to 8500 crores. In addition, we see more far reaching effects that go beyond the brand itself and into the level of category activity and conversations. The gold loan itself has been brought out of the closet with several other brands and even government bodies talking about this as a way to drive economic growth.