Campaign India Team
Jul 19, 2023

Aditya Birla Sun Life Mutual Fund highlights the triple impact of investing

Watch the film conceptualised by Dentsu Creative here

Aditya Birla Sun Life Mutual Fund has rolled out a campaign '#3in1TohInvestmentDone’ (when it's 3-in-1 the investment is done), to highlight its 'multi-asset allocation fund' offerings to navigate market turbulence.


Conceptualised by Dentsu Creative, the film centres around three friends who consistently support each other across various circumstances, mirroring the essence of the 'multi asset allocation fund’. It aims to effectively emphasise the benefits of diversifying one's portfolio by investing in a single fund, offering exposure to three key asset classes: equity, debt, and gold. 


Darshana Shah, head of marketing and CX, Aditya Birla Capital, said, “At Aditya Birla Capital, our aim has always been to simplify people's financial needs while presenting a compelling story. With this investor education campaign, we wanted to highlight the importance of portfolio diversification in managing market volatility and risks. We aimed to showcase how investing in a 3-in-1 'Multi Asset Allocation Fund' can provide the advantages of three asset classes - Equity, Debt, and Gold - combined, offering potential growth and stability. This film aims to raise awareness about the benefits of investing in a versatile fund like this and starting your financial journey with us.”


Ajeet Shukla, group executive creative director, West, Dentsu Creative India, added, "We didn't have to search far and wide to crack this piece, and as always, our focus was to create a device that would make the film a memorable story. We are pleased to have achieved delightful dimensions and sweet textures to the story by incorporating a musical jingle, children as characters, and their adorable performances."




Client: Aditya Birla Capital

Business: Aditya Birla Sun Life Mutual Fund

Head - marketing and customer experience, Aditya Birla Capital: Darshana Shah

Head - business enablement and marketing, Aditya Birla Sun Life AMC: Sidharth Damani

Brand head, Aditya Birla Capital: Mahadev Srivatsa

Head - customer affinity and offline acquisition, Aditya Birla Sun Life AMC: Shivakumar Kannan

Deputy chief manager - product Marketing, Aditya Birla Sun Life AMC: Gaurav Mohta

Senior manager marketing, Aditya Birla Capital: Naman Shrivastava


Agency: Dentsu Creative India

Chief executive officer: Amit Wadhwa

Chief strategy officer: Sumeer Mathur

President: Indrajeet Mookherjee

Chief creative officer, creative experience, West: Aalap Desai

Group executive creative director: Ajeet Shukla

Vice president: Amit Murthy

Senior account director: Hemant Joshi

Brand strategy director: Chinmay Karandikar

Brand strategy manager: Gurkiran Shahi

Creative director: Rutul Mistry

Associate creative director: Palak Mehrotra

Art directors: Niraj Sahani, Aswarag K, Gladius Augustin

Head of films, Dentsu Creative: Suprotim Day

Vice president, video strategy and production: Taj Ali

Senior agency producer: Kriti khandelwal

Agency producer: Chitiz Shandilya


Production house: Roger that production

Director: Parikshit Vaidya

Associate producer: Prasanna Bhende

Producer: Kimaya Bhende

DOP: Rakesh Singh

Music director: Ramil Ganjoo



Campaign India

Related Articles

Just Published

5 hours ago

If you want to be a creative agency, sell creativity...

To revitalise its Indian operations, the French agency wants to partner with brands that are genuinely eager to collaborate with it. The reason? Marcel prefers focusing on quality over quantity, prioritising meaningful relationships over numerous office openings.

6 hours ago

Google parent Alphabet beats Q2 earnings predictions

The tech giant has beaten Q2 revenue and profit estimates driven by strong ad sales and its cloud unit, and says that its AI investments are “driving new growth.”

7 hours ago

Pringles splits with Grey as it ends 27-year ...

Kellanova, which owns the brand, launched a creative review earlier this year, resulting in a move away from incumbent agency Grey.

7 hours ago

Nike unveils Olympics campaign: 'Winning Isn’t for ...

The work, voiced by Willem Dafoe, features several current and past Olympians and celebrates the audaciousness of their deep determination to win.