Campaign India Team
Oct 27, 2020

Edelweiss MF uses Kabaddi analogy for 'Balanced Advantage Funds'

Watch the film conceptualised by TBWA-DAN here

Edelweiss Mutual Fund has rolled out a film as it looks to attempt to demystify the benefits of investing in Balanced Advantage Funds (BAFs).
The film uses the analogy of a raider in kabaddi to explain how BAFs help tackle market ups and downs. The raider attacks his opponent (market) when needed and defends when it's time to and the voiceover explains that this is how the Balanced Advantage Funds work. 
Radhika Gupta, MD and CEO, Edelweiss Asset Management Company, said, “Mutual fund communication is perceived to be technical and complicated. As a brand, we’ve always focused on simplifying investor communication by using the power of storytelling and everyday analogies. Sports is a universal theme - relatable and understood by all, and kabaddi is a game that every Indian has either watched or played at some point in time. It has interesting analogies with Balanced Advantage Funds. This fund category, like a perfect raider in kabaddi, manages market ups and down by making the best of both trends.”
The film will be broadcast across TV and digital. 
Client: Edelweiss Mutual Fund
Creative agency: TBWA-DAN
Production house: Opticus Inc
Director: Sanjay Shetty
Campaign India