Dr. Javadekar is a distinguished economist whose career spans top-tier academic, research, and policy institutions. He has previously served as Assistant Professor of Finance at the Indian School of Business and as Research Director at CAFRAL, an institution promoted by the Reserve Bank of India. His research on Indian banking and international finance has shaped the RBI’s internal discussions and has been featured in prestigious forums such as the IMF, Federal Reserve Bank, American Finance Association, and various ministries within the Indian government. He also served as a member of the Research Advisory Committee formed by SEBI.

As Chief Economist, Dr. Javadekar will lead economic and market research, provide insights into household balance sheets and sectoral trends, and support data-driven decision-making across the Group’s businesses. His leadership will be vital as Muthoot FinCorp deepens its commitment to financial inclusion, affordable credit, and customer-centric innovation.

“I’m thrilled to join Muthoot FinCorp, a legacy brand renowned for its resilience, as Chief Economist. My focus will be on delivering data-driven, actionable economic insights to drive informed decision-making and fuel business growth. We aim to build a solid economic research program at Muthoot FinCorp to better understand Indian credit markets, the role of gold in the credit ecosystem, and Indian household balance sheets. We plan to partner with regulators and prominent academic institutions in doing so. I’m excited to contribute to Muthoot FinCorp’s continued success and growth, building on its strong foundation and heritage,” said Dr. Apoorva Javadekar.

Dr. Javadekar holds a Ph.D. in Economics from Boston University and a Masters in Economics from the Delhi School of Economics. He is also a Chartered Accountant and a CFA charterholder.

“Dr. Apoorva Javadekar’s appointment reflects our long-term commitment to thought leadership and financial inclusion. His deep insight and understanding of economic trends will be key as we chart the next phase of our journey,” said Thomas John Muthoot, Chairman & Managing Director, Muthoot FinCorp.

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Bengaluru, May 15, 2025 – Muthoot FinCorp Limited (MFL), the flagship company of the 138-year-old Muthoot Pappachan Group, also known as Muthoot Blue, has launched an engaging new three-film ad campaign featuring brand ambassador Shah Rukh Khan. This campaign positions Muthoot FinCorp as India’s Original Gold Loan Specialist and underscores the brand’s commitment to making gold loans accessible, seamless, and hassle-free for every Indian.

At the heart of this campaign is a powerful message: gold loans should empower the customers, not exhaust. With over 3700 branches and a smart digital experience through the Muthoot FinCorp ONE app, Muthoot FinCorp combines trust with technology to deliver gold loans anytime, anywhere – with just a missed call.

Conceived by Moonshot, the campaign turns everyday loan struggles into moments of laughter and relief, thanks to SRK’s trademark charm. Whether it’s skipping long queues, avoiding unnecessary paperwork, or ditching awkward dance moves to impress loan officers, each film humorously reminds viewers that the real hero is Muthoot FinCorp’s hassle-free loan process.

All three films emphasize on the ease of getting a gold loan at Muthoot FinCorp with just a missed call.

Campaign Highlights:

•                     Film 1: A businessman seeks SRK’s endorsement to secure a loan. But before he can even impress the loan manager with his superstar charm, Muthoot FinCorp’s easy gold loan approval alert arrives. As SRK aptly puts it, he knew the loan process would be smooth sailing all along with Muthoot FinCorp – https://youtu.be/An5t-3plQ20

•                     Film 2: At a Muthoot FinCorp branch, SRK breaks into a dance to help a businessman get a loan. The Muthoot manager steals the spotlight, revealing the true highlight: Muthoot FinCorp’s straightforward loan process, that’s the real star of the show. SRK nods in agreement, remarking that Muthoot FinCorp’s smooth loan process was a given – https://youtu.be/IlgJqzuT8g0

•                     Film 3: When a friend is in urgent need, SRK steps in, so does Muthoot FinCorp offering assistance even on a Saturday. A witty punchline drives the point home: you can count on friends, but smart borrowers count on Muthoot FinCorp – https://youtu.be/ndoZIQDm1xY

Mr. Shaji Varghese, CEO, Muthoot FinCorp said, “With a legacy of over 138 years, we’re reinforcing our position as India’s Original Gold Loan Specialist with our latest ad campaigns. These campaigns mark a significant step towards our vision of empowering customers with innovative and convenient financial solutions. We’re thrilled to partner again with our brand ambassador – SRK to showcase the simplicity and convenience of our gold loan process, further solidifying our reputation as a trusted financial services provider. SRK’s humor and charisma bring to life the convenience and accessibility of our gold loan services, empowering our customers to achieve their goals.”

Devaiah Bopanna, Co-founder, Moonshot said “Working on legacy brands is always enriching, because you have to push the boundaries while respecting their history and ensuring you add to their rich brand equity. Muthoot FinCorp was especially fascinating because this is a 100-plus-year-old brand, with the biggest superstar on the planet as its face. Collaborating with the Muthoot FinCorp team was a joy. They were open to bold ideas and encouraged us to go the extra mile to get every detail right. Working with SRK is a dream. He improvised, delivered perfect takes, and took the creative several notches higher.”

Multilingual & Multichannel Launch:

The campaign will run in Hindi, Malayalam, Telugu, Kannada, Tamil, and Gujarati across TV, digital platforms, print, outdoor, and on-ground activations – ensuring maximum visibility and connection with audiences across India.

The post India’s Original Gold Loan Specialist – Muthoot FinCorp – Unveils New Three-Film Campaign Featuring Shah Rukh Khan appeared first on newsmantra.in l Latest news on Politics, World, Bollywood, Sports, Delhi, Jammu & Kashmir, Trending news | News Mantra.