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"MUTHOOT VISHWAAS KI TIJORI" WINS A SPECIAL AWARD FOR MASS CONSUMER OUTREACH AT ECONOMIC TIMES BFSI EXCELLENCE AWARDS 2019
It is extremely heartening to share that at the recently concluded ET BFSI Awards 2019, Muthoot Finance’s 45-day mega activation effort at the Prayagraj Kumbh 2019 called “Muthoot Vishwaas Ki Tijori” baggeda special award for Mass Consumer Outreach. Mr. Abhinav Iyer, General Manager (Marketing & Strategy) accepted the award on behalf of the brand, by Ms. Shweta Shalini, Advisor to Chief Minister, Government of Maharashtra at Taj Santa Cruz, Mumbai.The Award covered over 132 applications and 79 finalists.
"Muthoot Vishwaas Ki Tijori " was a technology-enabled, free locker service offered to crores of devotees who had assembled at the recently concluded Prayaagraj Kumbh 2019. This was for the first time in the history of Kumbh that locker services were offered to all visitors to keep their personal belongings safe before they proceeded to have their holy dip.
Kumbh 2019 was the largest congregation of human beings on planet Earth with more than 24 Crore people converging in the city earlier this year. It was observed that often people coming for Kumbh find it a major challenge to keep their valuables safely before they could have a holy dip. They often leave their personal belongings unattended on the banks of the river and find it hard to focus or enjoy in having a peaceful holy dip. Identifying this problem, Muthoot Finance decided to leverage on its core asset of “Trust” and offer a unique solution.
Powered by a specially designed mobile App, online e-KYC was done, photographs of their belongings were taken and a physical confirmation with a photograph of their belongings was given to them, providing them an added layer of assurance. The lockers were equipped with 24x7 CCTV surveillance, security guards, metal detectors, alarm systems, fire extinguishers etcto ensure their belongings are absolutely safe.On their return, their belongings and identity were re-verified and handed over to them in the same pristine condition in a Muthoot branded biodegradable bag with some small goodies.
Interestingly, the exterior design of the locker 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,Muthoot Boat Servicesferried people from the river bank to the Sangam and back. Free transit shelter homes were also organised for devotees to have a peaceful overnight stay at no cost. And for overseas visitors, Muthoot Forex helped with instant foreign exchange services.
All in all, Muthoot Finance brought smiles to the faces of thousands by their small gestures.