IDFC has rolled out a campaign titled 'investment mein no emotion' (no emotions during investments) to highlight their balanced advantage fund category.
Conceptualised by TBWA\, the films communicate how investors can be driven by emotions and take irrational decisions during investments.
The first film showcases how a musician, while being interviewed, gets carried away by the conversation and reveals undisclosed information about his artistry.
The second film depicts a couple in a restaurant, giving compliments to the chef. However, the patrons get to know a surprising revelation through the chef who lets his feelings overtake him during the conversation. The films end by highlighting how consumers should not let their sentiments influence their investment decisions.
Vishal Kapoor, CEO, IDFC Asset Management Company (AMC), said, “It is only human to be emotional, whether it is anger, joy, fear or greed. However, avoiding these can help with better investment outcomes. For many investors, the fear of missing out or the greed of supernormal returns can override sensible investment decision-making. A balanced advantage fund, through its dynamic allocation to equities and debt based on market conditions, can provide stability and better risk-adjusted returns over the long term. This, in turn, can help investors stay invested longer, and benefit from the growth potential of disciplined, long-term investing.”
Gaurab Parija, head – sales and marketing, IDFC Asset Management Company (AMC), added, “Investors look to grow their assets while aiming to limit the downside when markets correct. However, the challenge is to keep emotions out of investing. It is easier said than done as many of us are still taking early steps to the world of investing and find it difficult to navigate the volatility of the markets leading to very different experiences. Our latest campaign deploys humour along with unique characterisation and an innovative storyboard urging investors to introspect and not let emotions cloud their investments when the market is being volatile.”
Govind Pandey, CEO, TBWA\ India, said, “It is one of the toughest jobs to build a brand voice in a fairly crowded mutual fund communication space with a lot of regulatory guidance on what can be advertised and what cant. Good investing is following common sense. IDFC AMC brand is common sense reminded delightfully. This campaign reminds people to not get carried away by emotions.”
Parixit Bhattacharya, managing partner creative, TBWA\ India, said,“ Humour has been helping us deliver important investor education messages effectively. We needed to crack another fertile platform, this time for Balanced Advantage Fund that would lead to humorous stories. ‘Don’t get carried away with your emotions’ as the communication platform mirrors how investors react to market changes and end up taking wrong decisions. Chef and Geet Shiromani are two such examples of people getting carried away. Hope they make people laugh and think at the same time."