IDFC Mutual Fund urges people to plan for their dreams, with interactive platform ‘Dil ke ameer’

Watch the campaign co-created by TBWA\India and Bombay Design Centre

Feb 16, 2016 10:16:00 AM | Video | Campaign India Team

IDFC Mutual Fund has created a digital platform to raise awareness of the mutual fund category, co-created by TBWA\India and Bombay Design Centre.
The platform, which is at, asks visitors ‘How far will you go to realise the things you love?’ It invites them to select experiences they want to have, ranging from holiday destinations to things to learn. A customised video based on the choices made is then played out, with the brand’s message ‘Dil ke ameer’ (Rich at heart) delivered. It urges viewers to invest today, to realise their dreams. The video can be shared online.
Rishi Kakar, director - marketing, IDFC Mutual Fund, said, “When we make our dreams come true, it gives us great joy. ‘Dil ke ameer’ are the people who recognise this and call their dream a plan. They plan their life (both, time and finances), tailoring it towards making these joys real for themselves and their loved ones. IDFC Mutual Fund can help plan savings and investments for people who wish to take charge of their lives and work towards their dreams.”
Parixit Bhattacharya, CCO, TBWA\ India, added, “It is the heart that makes a person rich. And money is best spent when it serves our heart. The message seems to be resonating with people. I hope more people use their money smartly to be able to do things that make them happy. After all, happy is the new rich.”
Ankur Rander, creative director, Bombay Design Centre, added, “The insight was beautifully crafted into a highly engaging and rewarding experience – through design, copy and code across all devices and mediums.”
Client: IDFC Mutual Fund
Director – marketing: Rishi Kakar
Senior manager digital marketing: Shwetal Mehta
CCO: Parixit Bhattacharya
Copywriter: Parixit Bhattacharya
Art director: Rishi Chanana
Agency producer: Hriday Dowerah
Executive director: Aejaz Khan
Account director: Jay Mehta
Bombay Design Centre
Creative Director: Ankur Rander
Designer: Alexey Solodovnikov
Producer: Siddhesh Pednekar
Writer: Sarat Alex
Creative Technologist: Shankari Murali