A new TVC campaign for financial services network Shriram Insight sees the family astrologer being made redundant.
Watch the TVC (story continues below)
In the TVC, the astrologer Pandit Rameshwar Sharma is shown getting increasingly frustrated as his past customers are doing well for themselves - getting their children married, or sending them off to study, or starting a business, all without consulting him. As the pandit searches for an answer, he finds it when he sees one of his erstwhile customers at a Shriram Insight outlet. He looks at his own hand as the voiceover says, "Shriram Insight. Har haath mein dhan ki rekha."
Commenting on the communication task for the campaign, Ambarish Ray, vice president, Metal Communications, said, "This is the first, integrated campaign that Shriram Insight has executed. When METAL won the business, the brief given to us was to create a strong linkage between the brand Shriram Insight and wealth. The markets are brimming with brokers and wealth managers and the like. Our challenge was to cut through this white noise of broking and wealth and make a relevant case for Shriam Insight."
Talking about the creative execution, he said, "When we looked very closely at the company, Shriram Insight, as well as the group Shriram, we realised that they are all about the common man, the Joe Indian on the streets. From their truck finance to their share trading, they essentially empowered the man who needed to step up in life. The creative idea fell in place then - while every other broker and wealth manager talks of the results of wealth (a big house, a boat, jewels, etc), we positioned the brand on the cause - with Shriram Insight, wealth will be truly democratised. Everybody will have a chance to become wealthy. The device used to break clutter was the quintessential money line in one's palm - a mythical line that determines whether one will be wealthy or not in a fatalistic sort of way. We assured people that with Shriram Insight, every palm will now have a money line."
Client: Shriram Insight
Creative Agency: Metal Communications
Managing Director: Kurien Mathews
Creative Chief: Narayan Kumar
Vice-President: Ambarish Ray
Creative Director: Trilokjit Sengupta
Senior Copywriter: Hayden Scott
Art Director: Yatin Vaidya
Account Management: Viplav Deshpande, Niranjan Sawant
Planning: Sharan Saikumar
Production Company: Metal Productions
Director: Siddharth Sikand
Director of Photography: Sanu Varughese
Music Director: Sameeruddin
Post production: Pixion
Media agency: TME