Arati Rao
May 02, 2011

New LIC Nomura MF TVC depicts fusion of two cultures

WATCH the TVC created by RK Swamy BBDO

New LIC Nomura MF TVC depicts fusion of two cultures

India's LIC Mutual Fund and Japanese asset management company Nomura have come together to form LIC Nomura Mutual Fund, and R K SWAMY BBDO has created a campaign for the launch depicting the fusion of the cultures of the two countries.

WATCH the TVC (story continues below)

The TVC features glimpses of the two cultures such as a Noh dancer dancing with two Kathakali dancers, Indian girls creating origami, and a Japanese woman making a rangoli. At the end, the voiceover says, "With the fusion of two great cultures, comes the promise of prosperity."

Sangeetha N, president (W) and executive creative director, RK Swamy BBDO, said, “The idea was to demonstrate the merger by showing the people of Japan and India embracing the little things in each other’s culture that brings joy, thereby creating a feeling of comfort and trustworthiness. We integrated similar cultural forms and nuances from both the nations with a surprise element in each scenario; like the Noh dancer in a Kathakali performance, the Samurai in a traditional Rajasthani sword-fight, and an exquisite Rangoli being created by elegant kimono-clad Japanese women. All effortlessly seamless.”

The campaign comprises a TVC in 9 languages, and four print ads. The ad is also being showcased through billboards, web banners and posters.


Client: LIC Nomura Mutual Fund
Agency: RK Swamy BBDO
Creative team,: Sangeetha N (executive creative director), Gautam
Pandit (partner and senior creative director)
Executive director for Copy and Art: Sangeetha N
Partner & Creative Director for Copy and Art:  Gautam Pandit
Account Management:  K.V. Sasidharan, Sr. Partner
Production House:  Future East
Director: Vikash Nowlakha
Post-production studio:  Pixion
Media used:  TV, Print & Outdoor
Media agency: Media Direction R K SWAMY BBDO

Campaign India