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Tag: Naila Patel

  • Created by Mirum India

    Mutual Funds Sahi Hai releases campaign for festive season

    By Our Staff

     

    The Association of Mutual Funds in India (AMFI) has released a set of two new films for the festive season. Created by Mirum India, the narrative is around relationships, something that is relevant not just from a festive season point-of-view, but also from an investment one.

     

    Says Juzer Tambawalla Director – Products & Marketing at Franklin Templeton India, member of the Digital Committee at AMFI: “When you look at any relationship, you understand that making it work isn’t easy. There is a certain amount of commitment, dedication and patience required. Just like investments in Mutual Funds.”

     

    Added Mohit Ahuja – Director (Brand Strategy & Client Services): “All investment communication typically speaks to the mind, as is logical. AMFI’s long-running ‘Mutual Fund Sahi Hai’ campaign has beautifully simplified the logic. With this new ‘Rishtey Nibhaana Sahi Hai’ spin, we aim to speak to the heart and make MFs be seen in an endearing light too. This secondary campaign also gives us another umbrella to use as and when required and adds back to the original thought. And what better way to start than the festive season.”

     

    Speaking on the creative lens of the campaign, Naila Patel – ECD, Mirum added: ““When ‘Mutual Funds Sahi Hai’ campaign launched, it almost seemed like an oxymoron. The only thing people knew or recollected about Mutual Fund communication was the disclaimer that said “It’s risky, be careful” in a complicated way. But the campaign changed it all and now Mutual Funds and Sahi Hai seem to have become synonymous with each other. Hence this reiteration of ‘Sahi Hai’ to other walks of life becomes very relevant and fluid.”

     

  • In partnership with Mirum India, Axis Mutual Fund unveiled its ELSS campaign for tax season

    Mirum India launches funny campaign for Axis MF tickles

    By A Correspondent

     

    Axis Mutual Fund has launched its ELSS-specific ad campaign titled #TaxFever.

    Said Naila Patel, Executive Creative Director, Mirum India, on the thought process behind the campaign: “Several reasons contributed to the choice of this parody angle. We wanted to push the envelope with this campaign and highlight the waiting game of tax savings by giving it a name. That’s where #TaxFever came from. Our audience for the campaign – individuals between the ages of 25 and 43 – are averse to preachy content. They respond well to communication that tickles their funny bone, is relatable, and most importantly, has a human element to it. And while tax and investing in ELSS remain the mundane reality of our lives, we needed comic relief to save the day. So, we went the parody way – why not leverage existing figures who are easily recognisable, have their individual quirks and well-known catchphrases? The core message of our campaign, #TaxFever Se Bacho, ELSS Mein Invest Karo, has a face – two faces, rather – that drives home the message in their individual, unique ways.”

     

    Added Boniface Noronha, Head – Marketing & Digital at Axis Mutual Fund: “We wanted to steer clear of drab, run-of-the-mill messaging around tax. Instead of saying ‘here’s a tax saving instrument to invest in’, we wanted to say ‘why don’t you start investing early every year so you don’t have to worry about last-minute tax-saving investments?’ And we wanted to do this in a fun and relatable way, which the films are able to do very well.”

     

     

  • An investor education initiative that inspires people to live the life of their dreams

    HDFC MF unveils #KyaPlanHai ad campaign

    By A Correspondent

     

    HDFC Mutual Fund has launched a 360‐degree investor education campaign titled ‘#KyaPlanHai’ across print, television, and digital. The campaign aims to touch the universal truth of life that people have big dreams and they always have desired to live an upgraded life, whether it’s moving to a big house or buying a dream car.

     

    On the launch of the campaign, Milind Barve, Managing Director, HDFC AMC said: “To upgrade means to elevate every aspect of ourselves to a higher standard. The new campaign displays the powerful, conscious, human expression of dreaming. We intend to ensure that through this campaign everyone has an opportunity to understand the importance of financial planning via mutual funds to upgrade their lifestyle”.

     

    The campaign is spearheaded by Mirum India. Added Naila Patel, Executive Creative Director, Mirum India: “We have observed that people love inspiring stories, they connect with them at an emotional level. These mini stories will tug at people’s heart and will teach them that all dreams can be attained. We are living in exciting times where creativity can be showcased at its best and across various platforms all at once. We are proud of the insightful work and great partnership.”

     

     

  • The campaign is spearheaded by digital agency Mirum

    Franklin Templeton teaches women to be financially independent

    By A Correspondent

     

    Franklin Templeton Investments (India) flagged off a new storytelling video campaign around Women’s Day. The video titled ‘Invest for Progress’ seeks to encourage women about the importance of being financially independent and how it can be a stepping stone towards achieving their goals in life.

     

    Said Juzer Tambawalla, Head – Marketing, Franklin Templeton Investments – India:”It’s easy to earn but difficult to save and invest. This video seeks to encourage women to step up and achieve financial independence.”

     

    Added Geetanjali Sachwani, AVP – Marketing, Franklin Templeton Investments – India: “It is not just another celebration but a time for us as a society to reflect on how much have we progressed and what next? In times like now, learning to earn isn’t enough, learning to invest is the need of the hour.Our campaign on #InvestForProgress begins today but does not end anytime soon. This, in fact, is just the beginning.”

     

    The campaign is spearheaded by digital agency Mirum. Said Naila Patel, ECD, Mirum India: “For most Indian women, learning to earn is part of empowerment whereas learning to invest isn’t.  We wanted to change perspectives thus, #InvestForProgress.”