Franklin Templeton makes dramatic pitch for SIPs, the 'good EMI'

Watch the ad film conceptualised by Soho Square here

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Franklin Templeton Investments has rolled out a new campaign to raise the awareness of SIPs. The campaign has been conceptualised by Soho Square and went on air during the India-Pakistan T20 cricket match last week.

The film is a dramatisation of what happens to a person who has to pay a lot of EMIs on salary day. A man leaving his office gets an alert on his phone that his salary has been credited. He opens his wallet and is delighted. Then, accompanied by strong winds, his EMI-collectors arrive, making sure his joy is short-lived. As he tries running away from them, they storm in and catch hold of him to make sure he pays his 'phone EMI', "personal loan EMI' and then his 'car EMI'. The protagonist reveals that this happens to him on the first of every month. Another man comes to his rescue and lifts him for the ground. He asks whether he's finished all his money. He has a little left for his 'good EMI', he reveals. A voice over introduces SIPs and compares them to 'good EMIs', and an investment.

Juzer Tambawalla, vice president and head – marketing and communication, Franklin Templeton Mutual Fund, said, "The objective of this campaign is to position the concept of Systematic Investment Plans (SIPs) as an affordable yet attractive investment solution for the retail consumer. An SIP is the first step to investing in Mutual Funds and given that one can start with as little as Rs. 500 a month, it’s almost the cost of two movie tickets."

Anuraag Khandelwal, executive creative director and creative head, Soho Square Mumbai, added, "Each one of us knows the pain that EMIs bring at the start of every month. By positioning SIP like a good EMI, we are pitching it as an EMI that ultimately comes back to you. This is why unlike other EMIs, this is one EMI that you’ll gladly pay for with a smile. The film is made in a way that’ll make you go, 'Yeah, this is exactly what happens to me’."

Credits

Client: Franklin Templeton

Vice president and head – marketing and communication: Juzer Tambawalla

Assistant vice president – marketing and communication: Balaji Vaidyanathan

Assistant manager – marketing and communication: Anuradha Bhandari

Creative agency: Soho Square, Mumbai

Head of office: Samrat Bedi

Creative

Executive creative directors and creative heads: Anuraag Khandelwal, Satish deSa

Creative director: Manu Gupta

Creative controller: Pratik Kamat

Account management