Influencers drive brand building

Kiran James, Head Marketing Products, explains how Muthoottu Mini Financiers is strategizing and gaining from influencer marketing.

Easy access to gold loans forms the I core business of Muthoottu Mini Financiers, an NBFC founded by the visionary M. Mathew Muthoottu in 1921. Muthoottu Mini has stayed true to its vision to fuel a common man's dream and has grown as a larger financing enterprise with an impeccable loan portfolio spread across several states.

Mathew Muthoottu, who took over from his father Roy M. Mathew in 2016, is the 4th generation front runner of the Muthoottu family and is an enthusiastic leader carrying the legacy above and beyond to create a brand identity as Yellow Muthoottu. The company has a network of 840+ branches spread across the nation.

Mehul Dani: Is the company using influencer marketing? For how long?

Kiran James: Muthoottu Mini has been leveraging the power of nano and micro influencers from time to time, basis campaign objective and media mix. We engage the influencer community mostly for the branding initiatives as it suits the objective well and builds on the brand story through personal experience, journey and broad thoughts of the campaign.

Which customer segments are you targeting? Which products categories?

We are primarily engaged in the business of gold loan and have been part of the dreams and aspirations of our target group for over a century. We primarily are looking for audiences who are looking for quick loans, micro loans, education loans and medical emergency loans among others as our key segments.

Share some details about the influencer partners.

We engage the influencer community through digital marketing partners, who ensure the brand ethos and safety is taken care while engaging and generate maximum return on investment (ROI).

Which social media platforms is the company focusing upon?