Birla Sun Life urges patience on mutual funds, with education analogy

Birla Sun Life Mutual Fund has rolled out phase three of its Jaanoge tabhi toh maanoge campaign. The campaign breaks on 8 September. An ad film that is part of the campaign has been conceptualised by Taproot India

 

A man walks on the road firmly holding onto his son's hand. He is upset as his son has failed in Maths, informs a narrator, prompting him to head straight to the best tuition teacher in town. The child is in his own world, using an umbrella to knock a cycle down. Upon reaching the tuition centre, while filling in the form, Mr Mehra asks, 'Toh abh yeh kal se top karega na' (So will my son top from tomorrow?). The son and teacher look at him, perplexed. The narrator enters the frame and explains that in this situation, viewers would agree that results can’t be expected so fast. He asks viewers if they would agree, if the same was said about equity mutual funds. He urges viewers to log on to jaanotohmaano.com.

 

The campaign will have digital, radio and POS legs. The campaign website has been created by Grey Digital.

 

Credits

 

Client: Birla Sun Life Mutual Fund

Chief marketing officer, Aditya Birla Group - Financial Services: Ajay Kakar

Creative agency: Taproot India

Director (film): Shimit Amin