Aditya Birla Sun Life Mutual Fund (ABSLMF) has rolled out a campaign which consists of two films conceptualised by Taproot Dentsu.
One of the films is currently on air and looks to link events in life and investments. It shows just how life has its share of ups and downs so do mutual funds.
Ajay Kakar, CMO, Aditya Birla Capital, said, “This integrated campaign is an attempt to reach out through various touchpoints and appropriate the relevance of SIP as the right instrument for any market environment. We are going beyond the ‘what’ to explain the ‘how’ with a listen and learn approach. This proposition is especially relevant in today’s volatile market environment where many new investors and fence sitters are beginning to wonder if money not invested is money saved”.
A. Balasubramanian, MD and CEO, Aditya Birla Sun Life AMC, added, “There is still a huge scope for Mutual Fund penetration in this country and engaging with the masses in a relevant manner will increase their affinity towards this asset class. Through this investor education initiative our attempt is to empower people with the information that will raise their awareness on how to benefit from their mutual fund investments.”
Ayesha Ghosh, GM, Taproot Dentsu said, “This investor education effort strives to have the consumer work things out for himself, thus giving all the more potency to #WinWithSip. We have kept the pace snappy and the questions quick-fire, evoking spontaneous answers that we feel viewers will find honest and relatable.”
The campaign went on air on 6 January and will be running across television, outdoor and radio.
Creative agency: Taproot Dentsu
Directed by: Soaeb Mohammed
Production house: Early Man Film
Media planning: Mindshare
Outdoor media planning: Social Street