The campaign comprises a TVC in 9 languages, and four print ads; watch the TVC here.
Neha S | Delhi | April 20, 2011
Taking cultural nuances from India and Japan, R K SWAMY BBDO, created a campaign for the launch of LIC Nomura Mutual Fund. The campaign comprises a TVC in 9 languages, and four print ads. The ad is also being showcased through billboards, web banners and posters.
India's LIC Mutual Fund and Japanese Asset Management giant Nomura have come together to form LIC Nomura Mutual Fund.
Elaborating on the campaign, Sangeetha N, President (W) & ECD, R K SWAMY BBDO, said, “The idea was to demonstrate the merger by showing the people of Japan and India embracing the little things in each other’s culture that brings joy, thereby creating a feeling of comfort and trustworthiness. We integrated similar cultural forms and nuances from both the nations with a surprise element in each scenario; like the Noh dancer in a Kathakali performance, the Samurai in a traditional Rajasthani sword-fight, and an exquisite Rangoli being created by elegant kimono-clad Japanese women. All effortlessly seamless.”
The creative team of R K SWAMY BBDO shot extensively in various parts of Japan and India – an elaborate production to give it the authentic flavour.
The commercial was conceived, developed and scripted by Sangeetha N (ECD) and Gautam Pandit (Partner & Sr. CD) from R K SWAMY BBDO in Mumbai.
Project: LIC Nomura Campaign
Brief: LIC Mutual Fund got into equity partnership with Nomura Asset Management Company of Japan (35%). The new company had to be launched in a manner that represented the true values of both partners.
Client: LIC Nomura Mutual Fund.
Executive Director for Copy & Art: Sangeetha N
Partner & Creative Director for Copy & Art: Gautam Pandit
Account Management: K.V. Sasidharan, Sr. Partner
Production House: Future East
Director: Vikash Nowlakha
Post-production studio: Pixion
Media used: TV, Print & Outdoor
Media agency: Media Direction R K SWAMY BBDO