Kochi, December 20 2021: One of India’s largest NBFCs, Muthoot FinCorp has come together with the world’s leading streaming entertainment service Netflix, to celebrate the launch of the first Malayalam superhero film, Minnal Murali. The film, starring Tovino Thomas, directed by Basil Joseph and produced by Sophia Paul (Weekend Blockbusters) premieres on Netflix on December 24.
Muthoot FinCorp’s campaign ‘Minnatte Life’, which means let life shine forth, builds on ‘transformation’, one of the core themes of the film, Minnal Murali to inspire people to use the right opportunity to change their lives for the better. The campaign’s musical ad film shows how the life of people in the fictitious village ‘KurukkanMoola’ changes at the speed of lightning and endeavours an infusion of hope, self-confidence and resilience.
Starring Vinay Fort, Hareesh Kanaran and Madonna Sebastian, the ad film is directed by Basil Joseph, also the director of Minnal Murali, along with Jomon John behind the lens. The catchy composition is by Shaan Rahman. The campaign, with its evocative message, will air across multiple print, TV, outdoor and digital channels and extend through on-ground activations across South India, including Kerala, Karnataka, Tamil Nadu, Andhra Pradesh and Telangana. The campaign, Minnate Life, has been conceived and scripted by Organic BPS, the creative agency of Muthoot FinCorp.
“We believe that we aren’t just into the business of finance but in the business of transforming lives. So when this partnership with Netflix was mooted and the storylines were discussed, we instantly knew this was an opportunity to communicate our message through Minnal Murali and its theme. Our duty is to bank the unbanked or the underbanked of the country through lifecycle financial products, empathetically designed to suit the needs of each segment and thereby, change lives for the better. The huge fan following of this film will help us deliver the message of ‘transformation’ to audiences across segments,” commented Thomas George Muthoot, Director, Muthoot FinCorp Limited.
Shilpa Singh, Director, Marketing Partnerships, Netflix India said, “In showing an ordinary man becoming a superhero, Minnal Murali is about the undeniable power of transformation. We joined hands with Muthoot FinCorp to capture this amazing feeling of the possibility of change. We can’t wait for fans all around the world to fall in love with this film."
Basil Joseph, Director of the film, Minnal Murali and this musical ad film said, “It’s great to see Muthoot FinCorp and Netflix join hands to deliver the message of ‘change’ through an interesting and fun-filled story. I was excited about it the moment the script landed in my hands. The ‘Minnatte Life’ film will have many excerpts from the real movie which people have not seen so far. We should make every life shine forth by encouraging and supporting people to find the ‘superhero’ in them.’’
Timed with the release of Minnal Murali and the holiday season of Christmas and New Year, people will be able to avail the special low-interest gold loan from Muthoot FinCorp with just 57 paise per month interest, and take the advantage of the many other aspects that make it an ‘Easy Gold Loan’. Muthoot FinCorp will also have some of its flagship branches prepped up with the film's theme and superhero characters to create a fully-rounded experience of ‘transformation’.
About Muthoot Pappachan Group:
Muthoot Pappachan Group (MPG), also known as Muthoot Blue, the much-diversified business conglomerate, has been providing solutions, services and expertise to millions of customers across the country in various domains like multiple NBFCs with multiple products within Retail Financial Services, wide-spectrum Sports initiatives, robust CSR initiatives, Automotive, Realty, Hospitality, IT and Alternate energy. Over the years, Muthoot Pappachan Group has grown to become a significant entity in the Indian business landscape. The Group’s customer-centric approach and innovation in terms of new products that cater to changing customer needs have helped gain the loyalty of innumerable customers and attract new ones. The Group adopts the latest technology and new ways of catering to customers’ needs, coupled with an uncompromising stand on values, principles and ethics.
About Muthoot Fincorp Ltd.:
Muthoot FinCorp Ltd, the flagship Company of Muthoot Pappachan Group, Muthoot Blue, is one of the largest NBFCs in India with around 3600 branches pan India. Muthoot Fincorp is a provider of retail finance, predominantly in the form of secured and unsecured loans to middle and low-income customers. Decades of customer-centricity, dedicated research and experience with the customers and their families have enabled the Company to provide quick and customised financing options & investment schemes for millions of customers. Currently, it has an Active Customer Base of around two million happy customers. Muthoot FinCorp Ltd is one of the largest Gold Loan companies in India. At the same time, the Muthoot FinCorp branches offer and/or service products of Muthoot Blue Group company for the fulfilment of all lifecycle & life-stage needs of the common man and act as a one-stop-shop for the financial needs of the common man. The diverse mix of retail offerings includes, apart from Gold Loan, Small Business Loan products, Affordable Housing Loan, Two-wheeler Loan, Used car loan, Domestic & International Money Transfer, Chits, Foreign exchange, Insurance products & services, Wealth Management services, Affordable Gold Jewellery and so on. Close to 1,50,000 people walk into these branches, day after day, to fulfil their financial needs & desires in terms of Loans, Savings, Protection requirements and other Financial transactional/day-to-day needs.
