L&T Mutual Funds' new TVC on air

The festival of Janmashtami is the focus of a new TVC created by Mudra for L&T Mutual Funds. In the commercial, a dahi handi, suspended at a height, is broken by forming a human pyramid. According to an agency release, the ad is supposed to be a metaphor for the "uncertainty and perils in the path of wealth creation, the importance of solid expertise and the need for a strong foundation in building wealth sustainably".

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Arijit Ray, president - Mudra West, explained the challenges in the category, "The first challenge that the industry is dealing with is the onslaught of communication messages - over 40 players talking about different areas of strengths. The task of brands to connect gets increasingly difficult in such a competitive and cluttered environment." He added that the fundamental task for L&T Mutual Funds was to establish a clear position in the mind of the consumer. "At a fundamental level, the greater challenge is to decode the mutual fund association in the minds of the unconverted consumer.There is a huge chunk of investors, even in the urban context, who are still averse to the idea of investing in mutual funds due to the equity market and risk perceptions.Drawing on this, we positioned L&T Mutual funds as - 'built on strong foundations' - highlighting the importance of experience, solidity and expertise in sustainable wealth creation," he said.

Sanjay Bhattacharji, assistant vice president and head of marketing, L&T Mutual Fund, said, "The communication thought is that we have been honest and upright in appraising the investor about the fact that there are uncertainties in the process of wealth creation and these uncertainties can be mitigated through discipline, trust and expertise of fund managers who manage the investments. All these form the foundations of L&T Mutual Fund. We will stick with the thought and utilize it to reinforce our brand values to the investors."

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