The campaign was dubbed ‘Muthoot Group Ke Daredevils' and was an innovative association platform that stitched together the many products and services offered by the Muthoot Group with the craze and fan-following of IPL T-20 Cricket.
On weekdays, the road show that ran on a customized truck served as a teaser for the main mall activity that involved encouraging people to play an over of cricket in a netted environment and score across the various Muthoot Group products and services. The winners would win exclusive Delhi Daredevils merchandise as well as up to 150 IPL tickets a day. The added attraction was the elephants of Muthoot Group, Mattu and Mittu, which are the brand mascots of the company. People would get themselves photogra[hed with the brand mascots and take away pictures placed in branded photo frames of Muthoot Ke Daredevil.
The airport activation saw the Muthoot Group brand mascots come alive and interact with fans of all ages. And finally, as a unifying platform, the entire campaign was brought to the online audiences and Facebook users, who also won numerous prizes including coveted VIP match tickets.
Commenting on the promotional campaign, Alexander G. Muthoot, Director, Muthoot Group said: "Being the main sponsors of the Delhi Daredevils, we wanted to reach our Delhi Daredevil fan base in an innovative way. We also wanted to introduce all the products of Muthoot and our brand mascots in the process. What they [Milestone Connect] did in bringing that to life, at this scale was never going to be an easy task. They have given us the confidence to try more and more expansive activities to bring our brand to the masses. We look forward to working with them again. I am happy to see that under the guidance of our marketing team, Milestone (agency) did a wonderful job in executing the campaign and reaching out to a maximum number of people".
Speaking on their continued association with Muthoot Group, Shivneet Singh, Senior Vice President, Milestone Connect said: "It was a great honour working with a brand like Muthoot Group. When we were contacted by Muthoot Group, we knew we had an opportunity to implement a truly 360 degree approach to this campaign. The team worked brilliantly around the clock to ensure that the whole campaign ran flawlessly in parallel, and I give them great credit for their dedication. We also thank the marketing team of Muthoot Group, who supported us at each and every point of this activation."