Campaign India Team
Mar 04, 2016

Franklin Templeton makes dramatic pitch for SIPs, the 'good EMI'

Watch the ad film conceptualised by Soho Square here

wide player in 16:9 format. Used on article page for Campaign.
Franklin Templeton Investments has rolled out a new campaign to raise the awareness of SIPs. The campaign has been conceptualised by Soho Square and went on air during the India-Pakistan T20 cricket match last week. 
The film is a dramatisation of what happens to a person who has to pay a lot of EMIs on salary day. A man leaving his office gets an alert on his phone that his salary has been credited. He opens his wallet and is delighted. Then, accompanied by strong winds, his EMI-collectors arrive, making sure his joy is short-lived. As he tries running away from them, they storm in and catch hold of him to make sure he pays his 'phone EMI', "personal loan EMI' and then his 'car EMI'. The protagonist reveals that this happens to him on the first of every month. Another man comes to his rescue and lifts him for the ground. He asks whether he's finished all his money. He has a little left for his 'good EMI', he reveals. A voice over introduces SIPs and compares them to 'good EMIs', and an investment.
Juzer Tambawalla, vice president and head – marketing and communication, Franklin Templeton Mutual Fund, said, "The objective of this campaign is to position the concept of Systematic Investment Plans (SIPs) as an affordable yet attractive investment solution for the retail consumer. An SIP is the first step to investing in Mutual Funds and given that one can start with as little as Rs. 500 a month, it’s almost the cost of two movie tickets."
Anuraag Khandelwal, executive creative director and creative head, Soho Square Mumbai, added, "Each one of us knows the pain that EMIs bring at the start of every month. By positioning SIP like a good EMI, we are pitching it as an EMI that ultimately comes back to you. This is why unlike other EMIs, this is one EMI that you’ll gladly pay for with a smile. The film is made in a way that’ll make you go, 'Yeah, this is exactly what happens to me’."
Client: Franklin Templeton
Vice president and head – marketing and communication: Juzer Tambawalla
Assistant vice president – marketing and communication: Balaji Vaidyanathan
Assistant manager – marketing and communication: Anuradha Bhandari
Creative agency: Soho Square, Mumbai
Head of office: Samrat Bedi
Executive creative directors and creative heads: Anuraag Khandelwal, Satish deSa
Creative director: Manu Gupta
Creative controller: Pratik Kamat
Account management
Senior vice president: Mohit Ahuja
Account director: Neville Suraliwala
Account supervisor: Selvam Somasundaram
Account planning
Senior vice president: Shashank Lanjekar
Film supervisor: Shagun Dharia
Production house: Story-tellers
Director: Aakash Bhatia
Producer: Zina Khan
Post producer: Prasad Shetty
Campaign India

Related Articles

Just Published

7 hours ago

Ameen Sayani was the man who composed a masterpiece ...

The director and COO, Red FM and Magic FM, embarks on a nostalgic journey, delving into the remarkable legacy of the late Sayani, illuminating how he epitomised radio excellence and fostered a sense of unity among listeners, transcending barriers with the universal language of music

9 hours ago

Buffalo Soldiers launches Eating Potatoes

The film division aims to craft content for TVCs, OTT platform production companies and documentaries

9 hours ago

57% Indian consumers would choose an AI-enabled ...

However, the digital customer experience report underscores the prevailing importance of human interaction over various facets such as decision-making, customer support, and handling returns or cancellations