Birla Sun Life MF builds on Jaanoge platform, says one size doesn't fit all

Watch the ad film conceptualised by Taproot Dentsu here

Oct 20, 2016 02:53:00 AM | Video | Campaign India Team

Birla Sun Life Mutual Fund has rolled out an extension of its 'Jaanoge Tabhi Toh Maanoge (JTTM)' initiative with a new ad film. The film has been conceptualised by Taproot Dentsu. 
It is set in a shoe store. Parents look on as two young boys try out a shoe. It is a little small for one of the boys, while his brother says it's a tad loose for him. Their father hears that and asks the salesman to pack those shoes. The salesman and the man's wife look on, confused. He explains that as the elder son wears the shoes, they'll loosen. And then, when the younger son's feet grow bigger, it will fit him right. The children and wife look on in disbelief. The brand's messenger appears and says, “Yeh toh aap maanoge ki har zaroorat ka ek alag upaay hona chahiye. Toh phir aapke saare sapne sirf ek systematic investment plan se kaise poore honge? Har sapne ki alag planning kijiye. Yaani, jitne sapne, utne SIP.” (You will agree that every need has a different solution. So, then to fulfill every dream, one SIP won't suffice. For every dream, plan a different SIP). 
Ajay Kakar, CMO - financial services, Aditya Birla Group, said, “It has been most heartening to see the recognition and recall Jaanoge Tabhi Toh Maanoge has earned over its journey to bring mutual funds into mass India’s consideration set. ‘Jitne Sapne Utne SIP’ is yet another extension of our commitment at ABFS to drive self-realisation among mass India about the merits of making money work for them. This year we are highlighting the importance of backing every financial goal with its own Systematic Investment Plan (SIP). People have multiple dreams and every dream needs a separate SIP. The goal-based investment approach through SIP will help investors realise their financial dreams and enable them to live a life minus compromises.” 
A Balasubramanian, CEO, Birla Sun Life Asset Management Company, added, “SIP is a great entry point for retail consumers to experience mutual fund investments. SIP can help investors build large corpus over a period of time so investors can benefit from the power of compounding while also averaging out the cost of investments. ‘Jitne Sapne Utne SIP’ encourages investors to look at SIP differently – not as good ‘one-off’ plans but as ‘must-have’ plans for every financial goal. In doing so, it touches upon the invaluable role SIP can play in making their many dreams come true.”
Pallavi Chakravarti, executive creative director, Taproot Dentsu, said, “Birla Sun Life Mutual Fund's investor education initiative has always borrowed from real life to provide simple, useful information about mutual funds. This year, we're driving home the message that investing in multiple SIPs is one of the best ways to help fulfill multiple dreams. So we've used a fact of life, to draw a parallel with SIPs: one size can't possibly fit all. Why then do we expect that one SIP will cover all our needs? It's a big learning, dished out in a light-hearted, relatable way.”
The film went on air on 13 October 2016. 
Client: Birla Sun Life Mutual Fund
Agency: Taproot Dentsu
Team Taproot Dentsu: Umesh Shrikhande, Agnello Dias, Santosh Padhi, Pallavi Chakravarti and Gauri Burma
Directed by: Shaaze Merchant
Production house: Soda Films
Executive producer: Ameya Dahibavkar