Campaign India Team
Jan 06, 2021

IDFC Mutual Fund urges consumers to stop hindering their own wealth creation

The campaign has been conceptualised by TBWA\India

IDFC Mutual Fund has launched its first investor awareness campaign of 2021 titled #PaisonKoRokoMat. The campaign aims to highlight the innate Indian need to save and unwittingly hinder the flow of money, without allowing it to grow to its full potential.
The two-film campaign, created by TBWA\India, highlights how there are more modern ways to invest money than to deposit it in someplace ‘good’. The film shifts the conversation regarding wealth generation from the age-old strategy of saving to one of dynamic investments.

Gaurab Parija, head – sales and marketing, IDFC AMC, said, “The central thought of the campaign #PaisonKoRokoMat draws inspiration from our lives where inertia is an impediment to our growth and sometimes reflects in the way we allocate our money. What we are trying to bring out through the campaign is a subtle yet strong message of looking beyond the traditional ways of growing your money and using your goals to allocate your money across asset classes and investment solutions.”
Parixit Bhattacharya, managing partner – creative, TBWA\India said, “This has been a lot of fun to create. The narrative is distinctive and it needed oodles of craft to bring them to life which Ayappa and his team served delectably. We hope this makes people smile while reconsidering their choice of investments and tilt the conversation in favour of mutual funds. There are many more executions across channels under #PaisoKoRokoMat and we are excited to see what it does in the market.”
View the print work here:
Campaign India

Related Articles

Just Published

6 hours ago

BharatBenz appoints Dentsu

Dentsu Creative and Dentsu X will handle creative and media respectively

7 hours ago

A new era of ads analytics? How Media Mix Modeling ...

Privacy regulations have significantly hindered measurement capabilities to the extent that Meta, Google, and Amazon are now finding it necessary to use Media Mix Modeling. Campaign explores if other marketers should follow in their footsteps

8 hours ago

Agency of the Year South Asia 2023: Picture gallery

View pictures from the South Asia leg of the Agency of the Year Awards which was hosted in Mumbai on 28 November