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Birla Sun Life MF tells investors ‘good results take time’

In the third phase of its ‘Jaanoge Tabhi Toh Maanoge’ campaign, conceptualised by Taproot, the mutual fund company provokes viewers to reflect on how good results take time to deliver

BestMediaInfo Bureau | Mumbai | September 10, 2014

Birla-Sun-Life-TVC Click on the image to watch the TVC.

The third phase of the ‘Jaanoge Tabhi Toh Maanoge’ campaign, an Investor Education Initiative from Birla Sun Life Asset Management Company - a part of Aditya Birla Financial Services Group and investment manager for Birla Sun Life Mutual Fund (BSLMF), is out. Directed by Shimit Amin and created by Taproot India, the TVC is aimed at showcasing the suitability of equity mutual funds as the asset class for wealth creation over the long term.

The campaign stresses on how investors need to be patient with equity mutual fund investments and the latest TVC subtly mimics the unrealistic, short-term expectation of the investor by projecting a dedicated parent who expects a reputed Tuition Centre to make his son a topper overnight. In doing so, the brand slips in the message ‘Good Results Take Time’, by reiterating that spending time staying invested (letting your money grow over time) is much more important than timing the market (entering and exiting the market to make a windfall).

The TVC opens with a man walking purposefully down the road firmly holding onto a small boy in tow. He seems visibly upset while the child is lost in a world of his own. At this moment, the narrator or sutradhar says, “Today, Mr Mehra’s son failed in mathematics.” We now see Mr Mehra along with his son march right into a Tuition Centre, as the sutradhar continues, “Which is why, he went straight to the best tuition teacher in town”, and while getting his son registered at the Tuition Centre, said, “– so my son will top from tomorrow onwards right?” Hearing this expectation from the father, both the teacher and the child are taken aback and look at the father wide-eyed.

The film then cuts to the sutradhar, who is sitting on the one of the benches of the tuition centre. He then tells the viewers: “Even you will agree that one does not get results this fast, but if I tell you the same thing about Equity Mutual Funds, will you agree?” He then urges the viewer to give enough time to their equity mutual fund investments to grow. The TVC then closes with the sutradhar highlighting the tagline, ‘Jaanoge tabhi toh Maanoge’, urging viewers to visit for more information about mutual funds.

Pallavi Chakravarti Pallavi Chakravarti

Pallavi Chakravarti, Creative Director, Taproot India, said, “‘The ‘Jaanoge Toh Maanoge’ initiative has always drawn parallels between mutual funds and real life. This time we needed investors to understand the merits of staying invested in equity mutual funds for a long period of time, because good returns are not an overnight phenomenon; which led us to the all-too-real life analogy of anxious parents - the kinds we see all around us, who expect miraculous things from their kids in very little time. Hopefully, the film will tell parents and investors alike, in a light-hearted yet insightful way, that good results take time."

Agnello Dias Agnello Dias

Agnello Dias, Chairman and Chief Creative Officer, Taproot India, added, "When advertising for an investment product like a mutual fund, the penny drop moment leading to sharp realisation is very important. The story-telling has to be simple, non-preachy and yet, persuasive. That was our endeavour behind this empathetic and engaging story for Birla Sun Life Mutual Fund."

The objective of the campaign from Birla Sun Life Mutual Fund is to empower the viewers to self-realise the opportunity of investing in equity mutual funds. This has been brought about by addressing the investor’s anxiety over equity mutual funds by highlighting the fact that in the long run, equities have given better returns when given enough time.

Ajay Kakar Ajay Kakar

Commenting on the choice of theme, Ajay Kakar, Chief Marketing Officer - Financial Services, Aditya Birla Group, explained, “As subject matter experts, we know the opportunity Indian equity mutual funds present to investors. The investor experience however seems to be marked either by their fear of volatility or expectation for short-term gain. Our objective this time around is to try to point out how patience and long-term duration of investment can be the key to fruitful returns in equity mutual funds.”

A Balasubramanian, CEO, Birla Sun Life Asset Management Company, added, “It is the need of every citizen to plan his financial goals for a better tomorrow. Our endeavour is to make investors realise that equity mutual fund is an asset class that demands investment discipline and long-term commitment, so that they may make the most of this asset class to achieve their long-term aspirations.”

Commenting about the film craft, Shimit Amin, Director of the TVC, said, "We needed the message about expectations to be clear without any distracting story elements. The script did all the work, so I could focus on the characters and their chemistry. For me, the timing and the beats were key. It was fun working the mischief angle, subconsciously working in Chaplin's ‘The Kid’."

The campaign comprises a complete 360 degree communication mix for multi-channel and multi-screen visibility. The TVC broke on national television on Monday, September 8. It draws viewer traffic to the user-friendly, interactive website created by Grey Digital. This is supported with radio spots across leading radio stations and direct e-mailers across audience clusters and branding across BSLMF’s national network.

The TVC:



Creative Agency: Taproot Mumbai

Creative Lead: Umesh Shrikhande, Agnello Dias, Santosh Padhi

Creative Team: Pallavi Chakravarti, Gauri Burma, Nivedita Agashe, Pranav Bhide, Rutuja Mali and Anoop KK

Director (of film): Shimit Amin

Account Management: Priyanka Rishi, Priyank Misra, Ambalika Sen

Digital agency: Grey Digital

Client Serving (Digital): Sudhir Nair, Nikhil Shahane and Pritesh Angane

Creative (Digital): Navin Kansal and Prathamesh Mirashi

Social media: Pranita Potnis and Rukmini Das

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