ICICI Prudential gives 'An opportunity to grow with big companies'
Conceptualised by Lowe Lintas, the company's new campaign highlights the fund's investment in a portfolio of the best companies in India and its aim to generate healthy returns for investors
ICICI Prudential Mutual Fund, under its ‘Tarraki Karein’ initiative, has launched its latest TV commercial, ‘An opportunity to grow with big companies’, with ICICI Prudential Bluechip Fund. Conceptualised by Lowe Lintas, the campaign highlights the fund’s investment in a portfolio of the best companies in India, and its aim to generate healthy returns for its investors.
The video shows a conversation between two brothers. The younger brother announces the news of his new job in a multinational company with a fat pay cheque. The elder brother in return says it is not the ultimate achievement and introduces ICICI Prudential Bluechip Fund to his brother. The commercial is aimed at the mass affluent segment and the rising middle class who aspire to a higher standard of living. They are typically working professionals living in urban and semi-urban areas, aiming to grow big in life. The campaign highlights the significance of Bluechip Fund as an investment solution which not only helps to grow an investor’s money but also inspires consumer confidence in the product.
Sagar Kapoor, Executive Director, Lowe Lintas, said, “A Blue Chip Fund is quite a straightforward product. So the challenge was to give it new yet relevant position. Hence the idea of big companies working for you, contrasted with the societal belief of working for big companies leads to progress. An idea that was derived from the product proposition and was made to land on the brand proposition.”
Abhijit Shah, Head Marketing, Digital and Consumer Experience, ICICI Prudential, said, “Investors today are more comfortable with investing in big companies that are well-known and have a good reputation, as they feel that their money will be safer. Our latest campaign is yet another expression of our commitment to create awareness among the masses around the benefits of making money work for them.”
"We aim to create a hub that we will continue to enrich the masses with a lot of informative nuggets and facts about financial literacy and investment planning. Every initiative we do hence will add to and further build our platform," added Shah.
The campaign is supported by TV commercials, social media engagements and on-ground activations.
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