At the recently concluded Goafest 2019, Muthoot Finance’s 45-day mega activation effort at the Prayagraj Kumbh 2019 called ‘Muthoot Vishwaas Ki Tijori’, bagged the Silver Medal at the Abby Awards 2019. Abhinav Iyer, DGM (Marketing and Strategy) accepted the award on behalf of the brand.
Partnered with Radio Mirchi, ‘Muthoot Vishwaas Ki Tijori’ offered technology-enabled, free locker services for all devotees. This is for the first time in the history of the Kumbh Mela, that locker services were offered to all visitors to keep their personal belongings safe before they proceed to have their holy dip.
It was observed that more often than not, people coming for the festival found it a major challenge to keep their valuables safely and had to leave their personal belongings unattended on the banks of the river and thus were unable to focus or enjoy having a peaceful holy dip. Identifying this problem, Muthoot Finance decided to leverage on its core asset of ‘trust’ and offer this unique solution.
Powered by a specially designed mobile App, online e-KYC was done while availing this service. Photographs of their belongings were taken and a physical confirmation document along with the photograph of their belongings was given to the depositors, providing them an added layer of assurance. The lockers were also equipped with 24x7 CCTV surveillance systems, security guards, metal detectors, alarm systems, fire extinguisher and other essentials to ensure added safety. On their return, their belongings and identity was re-verified and handed over to them in the same pristine condition.To sweeten their experience, all their belongings were returned in Muthoot branded biodegradable non-plastic bags along with some interesting goodies.
To add to this, the exterior design and overall look and feel of the locker too was like that of an actual golden vault which by itself became a spectator’s delight. During the activation, more than 10,000 beneficiaries availed this free service thereby, letting more than 50,000 family members have a peaceful holy dip during their Kumbh visit.
In addition to the above, innovative Muthoot Boat Services were also introduced to ferry people. Free transit shelter homes were also organised at multiple cities for devotees, free of cost. For overseas visitors who converged for this festival, Muthoot Forex helped them with instant foreign exchange services.
