Campaign Spotlight

Campaign Spotlight: IDFC Mutual Fund launches Paison Ko Roko Mat campaign via TBWA\India

MUMBAI, INDIA – IDFC Mutual Fund launched its first investor awareness campaign of the year – #PaisonKoRokoMat. In a country of savers, the campaign baseline is a call to action. It alludes to the innate Indian need to save and unwittingly hinder the flow of money, not allowing it to grow to its full potential.

#PaisonKoRokoMat – Astronaut

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A tongue-in-cheek investor awareness campaign, it underlines the fact there are more modern ways to invest your money than to deposit it someplace “good”. It shifts the conversation regarding wealth generation from the age old strategy of saving to one of dynamic investments.

The campaign has an eccentric cast of characters bringing unexpected stories to life – offering a third person perspective that makes the audience chuckle while at the same time perhaps questioning their own unchanging attitude towards money. #PaisonKoRokoMat is a 360 campaign conceptualised and created by TBWA\India. The platform will find a multitude of expressions across Television, OOH, digital and social media.

#PaisonKoRokoMat – Castaway

Speaking about the creative execution, Managing Partner – Creative TBWA\India, Parixit Bhattacharya said, “This has been a lot of fun to create. The narrative is distinctive and it needed oodles of craft to bring to life which Director Sanju 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 #PaisonKoRokoMat and we are excited to see what it does in the market.”

Commenting on the inspiration behind the idea, CEO of TBWA\India Govind Pandey said, “These ads charmingly nudge you to re-evaluate your investment choices that you make almost by default.”

Gaurab Parija, Head – Sales & Marketing, IDFC AMC added, “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.”

CREDITS
Client: IDFC
Agency: TBWA\India
Managing Partner – Creative: Parixit Bhattacharya
Creative Director: Sourabh Pathak
Production: Early Man Films
Director: Sanju Ayappa

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