Muthoot Fincorp has rolled out a campaign featuring actor Shah Rukh Khan.

Conceptualised by Moonshot, the campaign comprises a film. The film opens with Khan entering his friend's newly opened restaurant. His friend apologises for calling him on such short notice and asks for a favour. Thinking his friend might need financial help, Khan immediately assumes he’s being asked for money. However, the friend quickly reassures him that he doesn't need money because he got a loan from Muthoot, and he had called him because he was short-staffed.

What we think about it: The campaign delivers a refreshing and relatable narrative. The smart misdirection not only adds warmth and humour but also reinforces the brand's positioning as a dependable and proactive financial partner. A well-executed piece, the ad uses celebrity presence effectively.