SRK Brings His Charm to Muthoot FinCorp’s New Gold Loan Campaign
Muthoot FinCorp, a flagship entity of the Muthoot Pappachan Group, has rolled out a new ad campaign with brand ambassador Shah Rukh Khan, reinforcing its identity as India’s Original Gold Loan Specialist. Conceptualised by Moonshot, the campaign focuses on the brand’s simplified and customer-friendly gold loan process—showcasing how even a superstar like SRK can’t outshine the brand’s convenience-first approach.
Hassle-Free Loans with a Star Twist
The three-part campaign features SRK in everyday loan scenarios, each infused with light humour and the brand’s core message: gold loans made easy. With over 3,700 branches and support through the Muthoot FinCorp ONE app, customers can access loans with just a missed call—no complex paperwork, no long waits.
The Three Films
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In the first film, a businessman brings SRK along to impress a loan officer. But before the charm offensive begins, the approval alert pops up—Muthoot FinCorp has already processed the loan. SRK casually notes, “Of course it was that easy.”
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In the second, Khan tries to win over a manager with an impromptu dance. The manager, however, reminds him that no theatrics are needed—Muthoot FinCorp’s gold loan process is quick and efficient on its own. SRK smiles and steps aside, letting the brand take the spotlight.
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In the final film, SRK helps a friend in crisis, only to have Muthoot FinCorp offer instant support—even on a Saturday. Khan wraps it with a witty remark: “You can count on friends, but smart borrowers count on Muthoot FinCorp.”
Brand and Creative Voices
Shaji Varghese, CEO, Muthoot FinCorp, said:
“Our new campaign celebrates a legacy of over 138 years. With SRK, we’re bringing the simplicity and trust of our gold loan services to the forefront. It’s about empowering customers with ease and accessibility.”
Devaiah Bopanna, Co-founder, Moonshot, added:
“Collaborating with a 100-year-old brand and a global icon like SRK was both an honour and a creative challenge. Together, we’ve built something relatable, sharp, and memorable.”
Multilingual, Multi-Platform Rollout
The campaign will run in Hindi, Malayalam, Telugu, Kannada, Tamil, and Gujarati, supported by a 360-degree execution across TV, digital platforms, print, outdoor, and on-ground activations.
With relatable humour and SRK’s charisma, Muthoot FinCorp brings gold loans into the spotlight—redefining trust and simplicity for today’s financial consumers.