The Muthoot Group is a multi-faceted conglomerate with business interests in many areas. The Group extends loans against Gold and is the world's No.1 in Gold Banking. The agency was entrusted with the task of managing the communication needs of the Group. The agency came up with a 2-pronged strategy to address the client’s needs: Create a high decibel, multi-media corporate campaign to build credibility and trust. Follow this up with a powerful, taboo-busting product campaign to create awareness about Muthoot Gold Loan. The strategy continues to pay handsome dividends with the client’s business growing four-fold in just 3 years.