The campaign created by Soho Square uses cricket terms to explain various facets MFs to educate customers
Sohini Sen | Mumbai | November 27, 2013
The recent slew of investor education campaigns from big mutual fund brands has seen various kinds of advertisements being made, some with animated advisors, some in a question-answer format, some others leading to micro-sites. Franklin Templeton's new campaign to educate and inform investors about mutual funds takes the language the whole country understands already – that of cricket.
Conceptualised and executed by Soho Square, Mumbai, the campaign attempts to demystify MF jargon using simple analogies from cricket. After winning the account earlier this year in a multi-agency pitch, this is Soho Square's first national campaign for Franklin Templeton.
The out of home (OOH) campaign will be displayed across 40 cities. There are plans to extend it to digital and print as well over time. The campaign will run through the month of December.
Different variations of the campaign show various aspects or scenes from cricket with headlines written on them. While a bigger headline has a mention of cricket, the smaller line just under it compares it to mutual fund investing, thereby drawing an analogy from the game and making it easier for people to understand.
The headlines which have been used so far include: "A run a ball to reach your target. Like investing systematically in mutual funds." Or "Play defensive, or hit big. Like selecting Mutual Funds based on your risk preference." A third one says: "Different teams for T20s and Tests. Like different mutual funds for each life goal." Another one says: "Play defensive or hit big. Like selecting mutual funds based on your risk preference." Yet another speaks about how "A coach brings experience and expertise. Like fund managers in mutual funds." The last of the six proclaims: "A diverse team is a balanced team. Likewise, mutual funds offer the benefit of diversification."
Anuraag Khandelwal and Satish de Sa, Creative Heads & Executive Creative Directors at Soho Square, Mumbai, said, “Indians love cricket, and understand the subtleties of the sport however technical they may be. We simply took this passionate knowledge of the game, and appropriated it to explain a few mutual fund concepts. We worked on the premise that if you understand cricket, you can understand mutual funds."
The outdoor ads:
Creative Agency: Soho Square, Mumbai
Head of office: Samrat Bedi
ECDs & Creative Heads: Anuraag Khandelwal, Satish de Sa
Account Management: Mohit Ahuja, Debanjali Sen, Venus Kapadia
Account Planning: Shashank Lanjekar
Creative Team: Anuraag Khandelwal, Satish Desa, Albert Barton, Manu Gupta, Sameer Murudkar