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".
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.
Agency: Mudra West
Office Head: Arijit Ray
CCO: Bobby Pawar
Account Management: Sanjay Panday, Suman Chakraborty, Feroz Shaikh
Account Planning: Aditya Kanthy, Ketaki Rituraj
ECD: KB Vinod
Copy: Prajato Guha Thakurta
Art: Vinayak Gaikwad
Films Department: Tapan Sharma, Vishal Sane
Production House: Corcoise Films