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.”