Birla Sun Life Mutual Funds has rolled out an ‘anthem’ to communicate the benefits of mutual funds. The online campaign will also straddle radio, cinema and TV (youth channels). The campaign has been conceptualised by JWT India.
The two-minute film opens in an office. A man is shown going through the letters he has received. One of the letters reads ‘mutual funds’. He looks disinterested and throws it away. It lands on his colleague’s desk. The man whose desk it lands on realises that his colleague doesn’t know the benefits of mutual funds and decides to give him the benefits through a ‘rap anthem’. The rap anthem sung by the ‘Mutual Fund Man’ answers queries related to mutual funds.
On the campaign, Ajay Kakar, CMO - financial services, Aditya Birla Group, said, “At Aditya Birla Financial Services Group, the aim is to achieve self realisation among people. We don't want to teach people the benefits of our services, but want to leave it to them to realise their importance. Through Jaanoge Tabhi Toh Maanoge that's what we want to achieve and in our campaign with Yuvraj Singh (for Birla Sun Life Insurance), we looked to do the same.”
He added, “The Mutual Fund industry is just a five per cent industry (penetration). If people get to know the benefits of it, they'll take it. People are generally sceptical about quick returns, risks, and the size of money that needs to be invested. We address these three issues in the campaign. We have been talking to the conventional investors earlier, but we also felt that the gen-next should start early. They must have heard about those three issues and that could mean a negative perception. So, we thought of launching this anthem as a rap (song), which is humorous and young. It’s a part of the same Jaanoge Tabhi Toh Maanoge campaign, but it’s targeting a younger audience. We keep provoking users and find engagement opportunities, unlike others who look at one-off education.”
The film was launched online on 13 January. It has garnered 5,59,644 views in a week.
Client: Aditya Birla Financial Services Group
Agency: JWT India