Early 2020, when the pandemic struck, it left lives and businesses in shambles across India. Small Businesses were the worst affected. But for us at Organic BPS, a new journey started with the lockdown, that of unlocking innovative ideas for the new normal.
It was at this time that our client Muthoot FinCorp, a Fortune 500 company,approached us to promote their new financial product - Ashwas Dinam Gold Loan. They wanted to help the nano, micro, and small enterprises of the nation to rebound. Working on this challenging assignment, we cracked a big concept. An idea that emerged from 'transforming the lives of the common man'; the Higher Purpose of Muthoot Pappachan Group. The micro campaign metamorphosed into a macro-movement. It further evolved into a timely, all-encompassing, empathetic, and above all, a unique brand-stance for Muthoot FinCorp, and a belief-driven movement for the nation.
The #RestartIndia Movement wasfinally born. Muthoot FinCorp started championing a compelling cause, a mission to revive, recover and rejuvenate, the country's small businesses, the nation's heartbeats. The #RestartIndia Movement became the launchpad for a string of innovative initiatives enabling NMSMEs to re-blossom. Among them was the restartindia.in portal; a revolutionary idea to provide free online advisory to small businesses, by roping in India's best resource persons from each sector, to help small enterprises remain resilient in trying times, and acquire competency to survive future challenges.
Perfect timing, seeing things through the unique magnifying lens, firm belief in the brand, understanding its organic essence, showing the courage to innovate, creating emotionally-engrossing stories, and above all, the willingness to partner for a purpose, made a big difference.
"Organic BPS has truly partnered us in mission #RestartIndia. I am impressed with their conceptual clarity, their unique ability to evolve ideas congruent to our ethos and value systems and build the brand anchored on its purpose. At the end of the day, what they say is what they make happen 'doing good is good business'."
Mr. Thomas George Muthoot, Director, Muthoot FinCorp
Being genuine, saying true stories, creating emotions, cultivating compassion, touching lives, and above all, evolving a shared purpose helped us move ahead. As India's leading purpose branding company, our biggest victory goes beyond facts and figures - partnering the higher purpose of reviving livelihoods, to get a nation restarted.