Muthoot FinCorp’s campaign featuring brand ambassador Shah Rukh Khan has secured the 27th position in IMPACT’s Top 75 Campaigns of 2025. The campaign has been recognised for its sharp cultural insight and humour-led storytelling that simplifies the often stressful experience of taking a loan.
The campaign uses everyday loan-related anxieties as the backdrop, turning them into moments of humour and relief through Khan’s trademark charm. The film playfully highlights common pain points such as long queues, excessive paperwork, and awkward attempts to impress loan officers, while positioning Muthoot FinCorp’s hassle-free loan process as the real solution.
In the film, a businessman seeks Shah Rukh Khan’s endorsement to help secure a loan. However, before the superstar can even use his charm to impress the loan manager, the loan approval alert from Muthoot FinCorp arrives, underlining the ease and speed of the brand’s gold loan process. Khan’s closing remark reinforces the message that with Muthoot FinCorp, a smooth loan journey is assured.
The campaign was curated by Moonshot, with creative direction led by Tanmay Bhat, Devaiah Bopanna, Puneet Chadha, and Deep Joshi.
For the 2025 rankings, the IMPACT editorial board evaluated hundreds of campaigns across parameters such as narrative clarity, creative execution, originality, and production quality. The shortlisted campaigns were selected for their ability to deliver strong brand messaging through engaging and effective storytelling.
