Muthoot Pappachan Group launches its national corporate campaign "Believe in Blue"
31 March 2014
Muthoot Pappachan Group (MPG) established in 1887 is a diversified conglomerate with an overwhelming presence in multiple verticals including Financial Services, Hospitality, Automotive, Real Estate & Infrastructure, IT Services, Healthcare, Precious Metals, Global Services and Alternate Energy. The group today announced the launch of its first national TV campaign with the tagline ‘Believe in Blue’
The ‘Believe in Blue’ TV campaign which goes on air from March 31, 2014, focuses on the concept of trust apart from building a distinct identity Muthoot Pappachan Group. Trust always has a two-way interaction. It is something that the Muthoot Pappachan Group has followed obsessively over the years. Every dialogue that the group has with customers, staff and with the outside world starts with the belief that people are inherently trustworthy. This faith has resulted in millions placing their trust in the comforting familiarity of the blue logo of Muthoot Pappachan Group. The film, conceptualized by Taproot India and directed by Prakash Verma from Nirvana Films, gives the viewer a glimpse of the two sides of belief. It takes him on a journey of a relationship that begins with trust. One which, at its peak, leads to belief that lasts a lifetime, the kind of belief that people have in the Muthoot Pappachan Group.
Commenting on the unique campaign, Mr. Thomas George Muthoot, Director, Muthoot Pappachan Group, said: “Over the last 127 years, the Muthoot Pappachan Group has grown from a small business to a large conglomerate. And what has brought us here is trust. We owe our success to the customers who have consistently believed in our services & efforts. The campaign builds beautifully on this trust, by showing the different sides of it; and also effectively differentiates us from competition.” Mr. Muthoot further added.
Agnello Dias, Creative Director, Taproot said, “Belief has two sides, but we usually focus on just one. The idea was to explore both the sides of belief. The belief that the Muthoot Pappachan Group places in people, which has led to millions believing in the Muthoot Pappachan Group”
The TVC begins at a restaurant where a father and son are sitting outside at the restaurant lawn, while another father and his two sons are inside the restaurant. The moment it starts raining, the father who is seated at the restaurant lawn looks alarmed and worried and starts hurrying inside the restaurant with his son for cover while the father who is sitting inside the restaurant is happy & full of excitement and takes his two sons outside to enjoy the rain. The campaign leaves us with a thought about how two father-son pairs look at the same circumstance differently because of the level of belief that they have in themselves and the world.
The TVC will be aired on the news channels from March 31, 2014.
Creative Credits:
Creative Agency - Taproot India
Creative Director – Mr. Agnello Dias
Production House – Nirvana Films
Film Director - Mr. Prakash Verma
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