MyUniverse, a personal finance platform from Aditya Birla Money, has rolled out a ZipSip campaign which aims to encourage investment in Mutual Funds' ‘Systematic Investment Plans' (SIPs). The multi-film campaign has been conceptualised by Taproot.
One of the films shows a young male protagonist emerging from a cuckoo clock. The narration explains that starting off an SIP in a mutual fund could be time-consuming, calling it a ‘Tik Tik’. In support of this, the protagonist has a rather gloomy disposition. The narration quizzes, what if the SIP starts off instantly? To this, the man breaks into a smile and the process is now, 'ZipSip'. Visualisations and narration further explain the ease of creating an SIP by logging onto MyUniverse.co.in.
The protagonist in another film stands by a conveyor belt on which huge boxes labeled with titles of fund plans. As the boxes keep passing by, the protagonist is at a loss on which one to pick. The narrator says if there is a problem in picking the right kind of mutual fund to make up your SIP portfolio, then its called ‘hich kich’. The story continues to say that if the same portfolio is made by experts then it’s called 'Zip Sip'. The film ends explaining the ease of compiling a portfolio by logging onto MyUniverse.co.in.
Ajay Kakar, chief marketing officer – financial Services, Aditya Birla Group, said, “ZipSip is built on the technological platform that allows investors to invest in mutual funds on the spot. Through ZipSip, we give customers the convenience of creating SIPs instantly without any hesitation or confusion. The idea is to exclude all the hich-kich and tick-tick and to give flexibility and peace of mind to the investors.”
Agnello Dias, chairman and co-founder, Taproot India , added, “ZipSip's biggest advantage is the simplicity and ease of systematic investing. Therefore the communication needed to make the point in a telegraphic manner while being simple and engaging at the same time.”
Pallavi Chakravarti, senior creative director, Taproot India, noted, “The brief required us to reinvent the way the world looks at SIPs. People have always known that SIPs are a smart way to invest, but starting one is not without its hassles. This new service available on the platform of MyUniverse.co.in changes the scenario entirely. No more jhik-jhik. Just ZipSip. As the name suggests, it's the fastest, easiest and safest way to SIP and the campaign reflects this in a refreshing way.”
Credits
Client: Aditya Birla Group
Creative agency: Taproot
Chief marketing officer – financial Services: Ajay Kakar
chairman and co-founder: Agnello Dias
Senior creative director: Pallavi Chakravarti
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