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Birla Sun Life Mutual Fund’s ‘Jaanoge Tabhi Toh Maanoge’ highlights SIP as the new-age investment tool

Created by Taproot Denstu, Birla Sun Life Mutual Fund’s new TVC ‘Love Note’ which went on air on November 20, 2015 urges investors to evaluate yesterday’s tools for investments and highlights SIP as the new-age investment tool

Aanchal kohli | Mumbai | November 24, 2015

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

‘Jaanoge Tabhi Toh Maanoge’ the uniquely executed Investor Education Initiative from Birla Sun Life Asset Management Company Limited, a part of Aditya Birla Financial Services Group, and investment manager for Birla Sun Life Mutual Fund (BSLMF), launched its latest TV commercial. Directed by renowned editor-turned-director Shimit Amin, the TVC is created by Taproot Denstu.

Ajay Kakar Ajay Kakar

Ajay Kakar, Chief Marketing Officer, Financial Services, Aditya Birla Group, said, “Over the years, ‘Jaanoge Tabhi Toh Maanoge’ has proved to be one of the most potent weapons to fight the challenges of under-penetration in the mutual fund industry. It is recognized and recalled greatly by category veterans and consumers. Our latest campaign offering is yet another extension of our commitment as a group, at Aditya Birla Financial Services, to create self-realization among mass India about the benefits of making money work for them.”

At 29-30%, systematic savings are very much a part of Indian households. However, they are not channelized in the right direction. Most people’s savings lie in conservative, traditional saving instruments such as bank deposits. This is an opportunity loss for savers.

Commenting on the choice of theme, Kakar added, “Systematic Investment Plan (SIP) in equity mutual funds which presents investors the convenience of periodic savings, even in small amounts, offer better potential for wealth creation as compared to these traditional methods of saving. And so we called SIP in equity funds, the new age investment tool and made it the hero of our new campaign.” Kakar also mentioned that the media mix would include all possible mediums including Television, digital, radio and print.

Chief Executive Officer, A. Balasubramanian, Birla Sun Life Asset Management Company, added, “Through our continued efforts, we wish to enable every household to participate in the stock markets through mutual funds. We strongly believe that SIPs are the answer to monthly household savings keeping in mind the periodicity of income of households. Participating in Equity Mutual Funds through SIP can help investors build a large corpus over a period of time, as SIPs inculcate disciplined investing, allowing investors to benefit from the power of compounding while also averaging out the cost of investments.”

Pallavi Chakravarti Pallavi Chakravarti

Speaking about the campaign Pallavi Chakravarti, Senior Creative Director, Taproot Dentsu, said, “People today are more investment-savvy than they used to be. Trouble is, they often pick tools that aren't optimal, which won't give them what they want, in the time they want it in. To educate people about the benefits of investing in equity mutual funds through SIPs, we drew an analogy between real life and mutual funds. The message is a simple one: Just getting the ball rolling isn't enough. It needs the right push to reach its destination in time.”

The TVC opens on a large hall where a seminar is underway. A visibly distracted young man is seen looking over his neighbour’s shoulder and trying to get a glimpse at someone at the back row. He mutters to his neighbour with a smitten look on his face: “I really like Divya yaar.” The neighbour who himself is busy fidgeting on his phone, doesn’t even look up and replies nonchalantly: “Toh usko message bhej, coffee ke liye pooch.” The young man has a light bulb moment. He scribbles ‘Coffee??’ on a note pad sheet, smiles to himself as he folds it and nudges the neighbour to passes the chit to Divya. The neighbour gives him an incredulous look as if questioning him as to why he’s doing it. But shrugs and passes it to a third guy sitting on the other side saying Divya as he hands him the note. The note is passed from one man to another a couple of more times. And every time we see the young man visibly getting more and more tense as he realizes that the chit isn’t going as fast as he thought it was. Until somewhere in the middle of the chit’s transit we overhear the voice of the speaker in the background saying: “Thank you for your attention.”

We see everyone in the hall get up and start to exit the hall. We cut to the sutradhar who is seen holding the chit in his hand. He waves the chit showing how it never reached Divya on time and delivers the following message: “Yeh toh aap manoge, ki kal ke yeh sust tareeke, aapko apni manzil tak samay par nahin pohuncha sakte. Toh phir inn sust tareekon mein invest kyun?  Samay ke saath chalein - SIP se Equity Mutual Funds mein invest karen taaki samay par manzil paa sakein.” He then urges the viewers to visit for more information about mutual funds.

Directed by Shimit Amin, the TVC is created by team Taproot Dentsu, led by Umesh Shrikhande, Agnello Dias, Santosh Padhi, comprising G. Janani and Pallavi Chakravarti. Red Ice Films is the Production House, and Gary Grewal, is the Executive Producer.

The latest phase of ‘Jaanoge Tabhi Toh Maanoge’on national television will be supported by multi-channel surround for multi-screen visibility. The television commercial drives viewer traffic to a user-friendly, interactive website by Grey Digital which enhances user experience through social integration and sharing of UGC across social platforms. 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:




Agency: Taproot Dentsu

Chief Creative Officer: Agnello Dias, Santosh Padhi

Chief Executive Officer: Umesh Shrikhande

Sr Creative Director: Pallavi Chakravarti

Writers: G. Janani

Production House: Red Ice Films

Director: Shimit Amin

Executive Producer: Gary Grewal

Producer: Vandana Singh/Darshan Gokani

Agency: Grey Digital

Client Services (Digital): Sunil Lulla, Leroy Alvares, Aditya Chandra, Tushar Bangera, Prathamesh Jadhav

Planning: Dheeraj Sinha, Ankit Singh, Pritesh Angane

Creative: Sandipan B., Ishan Mehta (Copy), Sumeet Sharma (Copy), Janhavi Kumar (Art), Sanket Kharade (Art), Shantanu Solanke(Art)

Social Media: Bhagyashree Rewatkar, Ruchi Vora

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