Avoid the 'Yes-man', says MF Global

Created by Six Inches, the TVC encapsulates the power of saying 'no' at times

Neha Saraiya | Delhi | October 20, 2011

Imagine yourself in a jungle safari, having wandered the entire day without spotting a lion, and spending the night with no water and food to survive! The new TVC from MF Global exposes the “ideal” situation that a consumer might land up in just because his broker agreed to anything and everything under the sun.

Thus, contrary to the popular belief that 'it's better to say no first, and then regret later', the TVC emphasis on the notion that 'sometimes you wish people didn't agree with you all the time and at MF Global we tell you what's good for you'. It centres round the creative concept 'Gain from the right perspective', derived from research and strategic intent of the broker dealer house.

The idea of the TVC came from a brand audit, conducted with the objective of obtaining an insight, which facilitated the development of the brand communication. It was observed that most clients have more than one broking relationship – combination of width and depth, a combination of efficient margins, and a spread of varying investment options.

Commenting on the campaign Pravin Shah, Founder & Creative Director of Six Inches Communication, said, “Our campaign connects with the audience and strikes the right chord. It reflects the day to day 'yes yes' attitude that we see in real life and smartly points out that at least when it comes to investments there is MF Global. We are planning two more on the same lines which will be on air soon. We are sure this campaign portrays the edge MF Global gives to their clients.”

The campaign aims to help connect the brand better with its current client base and attract new clients to its high net worth (HNI) offering in the future.

Shot in an actual safari at Ranthambore, the commercial went on air from October 17 on all business channels.

Neha@BestMediaInfo.com

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