Campaign India Team
Aug 21, 2018

Axis MF shows caring side for investors

Watch the ad film conceptualised by The Womb here

Axis Mutual Fund has rolled out a campaign titled 'The Responsible Mutual Fund'. 
Conceptualised by The Womb, the film is based on the insight that even though investors are ready to experiment and invest in mutual funds, they are a little fearful. Axis Mutual Fund wanted to assure consumers that there is care and concern for the hard-earned money that is invested.
The film shows Bijoy da, a jungle tourist guide accompanying a family. There's a risk of tigers attacking the family. The risk is more so from behind. The guide knows this and gives each family member human masks at the backside as he knows the tigers don’t attack while looking into the eyes.
Chandresh Nigam, MD and CEO, Axis Mutual Fund, said, “The campaign features our brand philosophy, ‘To provide quality financial and investment solutions which help customers feel financially secure and feel confident of a brighter and prosperous future. With retail money pouring in the last few years, and expectations of high returns running wild, it was important to communicate our differentiated brand positioning of being The Responsible Fund House. Suffice to say, we have always followed an investment philosophy that puts a strong emphasis on risk management over fancy promises of unreal returns.’’
Navin Talreja, founder, The Womb, said, "This was one of the more complex ones to pull off. When you have a large organisation with many valid points of view, and more than one right way to go forward, you need skill, patience and integrity to get alignment. We are proud that the entire top management team rallied behind this thought. And while it looks simple, everyone’s aware that this thought will put every Axis Mutual professional under the spotlight. It is an attitudinal and behavioral commitment that that brand is now making to the wider world. It puts pressure, but a good kind of pressure."
Kawal Shoor, founder, The Womb, said, "Mutual fund penetration in India is still in low single-digit. As a savings oriented culture, our trust in traditional instruments remains high. Our research revealed that the quintessentially cautious Indian investor still equates mutual funds primarily with the stock markets. Which means he associates mutual funds with good returns, but also, high risk. Not surprisingly, ‘mutual fund investments are subject to market risk…” is the most famous tagline of the category. In this environment, another fund house talking about returns would not really set it apart ; but a fund house that talks about responsible risk management will. In a nutshell that was the thinking that led us to this positioning, which incidentally rang true for every stakeholder and customer of Axis Mutual Fund."
Suyash Khabya, creative partner, The Womb, added, "We always try and get away from the category codes of communication, and it’s no different in our new work for Axis Mutual Fund. Using the jungle as a metaphor for the stock market,  we’ve strung together a series of mini-metaphors...its  beauty as the returns, the drops and the slips as the tiger, and of Bejoyda as the brand... who lets people enjoy without letting them ever feel they are in any sort of danger. For us that is responsibility."
Client: Axis Mutual Fund
Creative agency: The Womb
Creative director: Suyash Khabya
Writer: Suyash Khabya
Production house: Chrome Pictures
Director: Amit Sharma
Producer: Poonam Sharma
Media agency: Dentsu (Dx Cubic)
Campaign India

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