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OMD India has secured the media planning and buying mandate for Muthoot Finance for the second quarter (Q2) of the ongoing financial year. The account has been awarded on a trial basis, with the final decision on a long-term partnership expected to follow a performance review at the end of the quarter.
The account size is pegged at close to Rs 200 crore as Muthoot is in growth and expansion mode.
Sources indicate that Muthoot Finance had initiated a multi-agency pitch process earlier this year, shortlisting OMD alongside IPG Mediabrands and dentsu. The mandate was previously handled by Mindshare, part of GroupM, which managed the account for several years.
As part of the Q2 engagement, OMD will be responsible for crafting and executing an integrated media strategy for Muthoot Finance, covering traditional and digital platforms. The agency’s appointment is being viewed as a strategic test to evaluate its ability to deliver on key brand and performance KPIs, especially amid a dynamic and competitive financial services environment.
While official comments from Muthoot Finance remain pending, industry insiders note that the company is embracing a more performance-led approach, choosing to onboard agencies for shorter durations to ensure accountability and outcome-driven media investments.
The win marks a strategic addition to OMD’s growing financial services portfolio in India, reinforcing its position as a data-driven and impact-focused media agency.
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