IDFC Mutual Fund has rolled out a new digital campaign. Titled #DateyRaho, the films look to salutes Indian investors who were resilient and disciplined in their wealth creation process despite the turmoil in FY21, thereby reaping rewards with positive returns. Hotstuff Media Group has conceptualised the campaign.
Gaurab Parija, head – marketing and sales, IDFC AMC said, “Investors who showed patience during the tough times by not redeeming from equity markets but continuing to invest via SIP significantly benefited and generated significant returns over the past one year. The focus of the advert is to let everyone know that while the pandemic may have made us re-evaluate a lot of things in our lives, those who followed their passion and goals have managed to adapt and come out stronger and better.”
The films show the struggles of a budding footballer, an advisor, a teacher, a doctor and an investor during the lockdown. They highlight how by focusing on their goals and growth path, they overcame their challenges and came out better off.
Said Arun Fernandes, CEO, Hotstuff Media Group, “We decided to create a long format film to truly let the audiences relate to every character and then celebrate their success. Our aim was to inspire investors and at the same time commend the efforts of financial advisors who braved the storm, to protect investor interests.”