Shephali Bhatt
Oct 20, 2011

MF Global markets its honesty as financial advisor with a new TVC

Watch the TVC created by Six Inches Communication

wide player in 16:9 format. Used on article page for Campaign.

MF Global, a global trading and hedging solutions provider, has released a TVC across all business channels on 17 October 2011. The TVC tries to communicate that anybody putting his faith in MF Global stands to 'gain from the right perspective'. (which also happens to be MF Global's tagline)

The TVC has been created by an independent agency, Six Inches Communication. 

The film opens in the vast expanse of a forest where you can spot a young couple on a safari expedition. Everything appears to be under control since their guide seems to have a positive reply to each of their queries. Be it their desire to see a tiger, an inquiry about sufficient water, or their worry that the guide may not know the way properly; the guide has one word to settle it all; 'yes'. But it all boomerangs once they get to know that the guide wasn't really walking the talk, and they end up getting lost in the forest. The next thing you hear is a voiceover saying, "Sometimes you wish people didn't agree with you all the time. At MF Global we tell you what's good for you."

Commenting on the idea and intent behind bringing this commercial on air, Pravin Shah, managing director and chief executive officer, Six Inches Communication, said, "Unlike the usual practice, we weren't really given a brief before rolling out this ad. Instead, a brand audit was conducted in order to obtain insights on MF Global's brand development. The results showed that the brand was perceived to be an honest advisor when it came to investment related decisions. Hence, all we tried to show through the TVC was that MF Global gives you the right perspective."

The TVC was shot in Ranthambore and there are two more in line (shot in New Delhi) to be unveiled shortly. 

Client: MF Global
Agency: Six Inches Communication
Creative director: Pravin Shah, Sanjay S
Associate creative director (art): Reshma Basankar
Associate creative director (copy): Amit Badle
Director: Dhiraaj Banerjee
Production house: Lighthouse Mumbai 

Campaign India

Related Articles

Just Published

2 hours ago

Burson makes a bright entry globally, reveals new ...

The agency was created after WPP-owned BCW and Hill & Knowlton merged in January 2024.

11 hours ago

Apple is the world's first $1 trillion brand: Kantar

Apple has secured the most valuable spot for the third year running. NVIDIA, meanwhile, has ridden the AI wave to leap into the top 10, enjoying a 178% brand value increase.

11 hours ago

Why Cannes Lions is taking sport seriously

Since its launch in 2021, the sports category at Cannes Lions has evolved to reflect a wider shift in marketing and culture, says the Entertainment Lions for Sport jury president and Fuse chief executive.

11 hours ago

Mira Kapoor seeks to spark honest conversations for ...

She wants to capture user attention by having authentic chats with buyers rather than bank on her celebrity status.