Some partnerships begin with a brief. Others begin with belief.
For JK Events and Advertising and Muthoot Finance Ltd., it was the latter.
In 2020, the client came to us with a clear challenge and a limited budget. the mission was simple yet ambitious—generate sustained leads and business growth across multiple states. Five years later, the results speak for themselves. What began as a commitment to deliver 21,000 leads per branch per quarter across 60 branches has grown into a long-term partnership shaped by trust, consistency, and measurable growth.
It was visibility that delivered. And delivered again. And continues to deliver.
Who the Client Is: A Trusted Financial Leader in Today’s India
Muthoot Finance Ltd. Ltd. is India’s largest institution and one of the country’s most trusted financial brands. With roots stretching back over 800 years through The Muthoot Group, the company has built an unmatched reputation for reliability and service.
Based in Kochi, they operate more than 5,000 branches across 23 states and six union territories, with a presence in the US, UK, and UAE. Their main strength lies in offering personal and business loans backed by gold jewellery, supported by nearly 200 tonnes of gold assets.
But their reach goes far beyonds. From housing finance and insurance to money transfers, mutual funds, wealth management, and even digital tools like the iMuthoot app and their AI assistants Mattu and Mittu—they have built a customer-friendly ecosystem that makes finance accessible to millions.
Recognized as India’s No. 1 Most Trusted Financial Services Brand for eight years straight, Muthoot Finance Ltd. is also deeply active in social initiatives, supporting healthcare, education, and community welfare through the Muthoot M George Foundation.
The Challenge Presented to Us
Even with a strong brand name, Muthoot Finance Ltd. faced a very real challenge—how to generate quality leads — task for Gujarat without spending heavily on marketing.
They needed steady footfalls, meaningful customer interactions, and conversions that could support branch-level targets. And they needed a partner who truly understood on-ground marketing, regional audiences, and the way people make financial decisions.
They needed steady footfalls, meaningful customer interactions, and conversions that could support branch-level targets. And they needed a partner who truly understood on-ground marketing, regional audiences, and the way people make financial decisions.
Our Ideation: The Strategic Thought Process
We started with one simple belief: Smart Planning Beats Big Spending.
Each branch needed predictable quarterly sales, which meant our activities had to bring in real inquiries—not just visibility. So we created a practical yet powerful solution.
A mix of Cantervans, Lookwalkers, and Autohood branding—each designed to target the right audience, in the right location, at the right time.
The plan was to generate more than 21,000 leads per branch per quarter across 60 branches. Cantervans helped us cover large areas quickly. Lookwalkers allowed direct interaction with people in busy markets. Autohood branding made sure the brand stayed visible every day in neighbourhoods where families actually make loan decisions.
Every activity was uniformly executed—structured to make sure each branch had genuine, trackable outcomes.
Crafting the Right Visibility Mix
Each activation was crafted with a purpose not just to be seen, but to create conversations.
The Cantervans travelled through prime routes, drawing attention through continuous movement and strategic halts with briefings. Lookwalkers added a human touch—direct interaction, instant communication, and the power of a brand representative in crowded markets, helping people understand loan benefits in simple terms, right where they shop or walk daily. Autohood branding kept the message alive in local streets and societies, making Muthoot Finance Ltd. a familiar and trusted presence in everyday life.
The combination created a 360-degree local presence. The branch no longer needed large campaigns. The campaign literally travelled to the customer.
Execution: From Idea to Large-Scale Rollout
Executing this plan across 60 branches was a test of coordination, reliability, and speed—precisely where JK Events & Advertising thrives. Each activity ran with strict quality control, on-ground monitoring, and transparent reporting, ensuring no branch ever felt disconnected from the larger strategy.
The results were so effective that Muthoot Finance Ltd. trusted us with further plan of action and activities. We also began with Gram Sabha Activations in APMC agricultural markets, designing dealer boards and holding canopy briefings. We also hold BTL activities like promo tables, auto announcements and Dhol-led attention campaigns—all tailored to rural and semi-urban audiences.
Over time, our partnership grew to include BTL Activities, branch launches and branding setups across Maharashtra, Madhya Pradesh, Gujarat, and Chhattisgarh. Our ability to scale quickly and consistently across locations became the reason Muthoot Finance Ltd. continues to trust us even today.
Impact and Client Satisfaction
What began as 50 leads a day at the branch level now consistently delivers 100 to 150 leads per day. This wasn’t just visibility or promotion—it was business impact. More walk-ins, more inquiries, more conversions. Branch teams could directly see the difference.
For Muthoot Finance Ltd., every rupee invested began showing returns they could measure. And that confidence turned into a long-term association that continues running successfully for years—proof that thoughtful planning, precise execution, and relentless consistency always win.
A Benchmark for Modern Brand Activation
This campaign became more than an on-ground activity plan. It became a model for how financial brands can scale visibility, trust, and sales together—even with tight budgets. It demonstrated that when a clear strategy aligns with strong execution, even challenging markets become far more accessible.
What began as a straightforward activation campaign turned into a guiding model for how financial brands can grow visibility, trust, and sales together—even with controlled budgets.
It showed that with a clear plan and strong execution, even tough markets become easier to break into and sustain.
Visibility gets attention.
JK Events & Advertising turns Attention into Action.