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Live your dreams like a ‘Dil Ke Ameer’ with IDFC Mutual Fund

Conceptualised by TBWA\India and Bombay Design Centre, IDFC’s new campaign opens doors to fulfil your dreams

BestMediaInfo Bureau | Mumbai | February 18, 2016

Dil-Ke-Ameer-with-IDFC-Mutual-Fund Click on the image to watch the TVC.

IDFC Mutual Fund’s latest digital campaign aims to address a category of people through a unique web experience. Conceptualised by TBWA\India and Bombay Design Centre, IDFC’s new campaign opens doors to fulfil your dreams.

The digital campaign starts with a narration by ‘Raj Malhotra’ who lists out all that he want to do starting from playing a guitar to places he wants to visit, experiences he wants to have (sky diving), dreams he wishes to live (riding a luxury boat) and things he holds dear. He continues, ‘I will stop at nothing.’ He questions us, ‘I start planning today. What about you?’ With simple shots and no dialogues, the narration does wonders to the digital campaign.

Sharing some statistics, mutual funds across India have a very low penetration rate of just 5%; meaning 95% of Indians are not aware about mutual fund investments. This campaign is aimed at increasing awareness about mutual fund.

The target audience for the campaign is anyone across age, gender and demographic, who has a dream and the desire to start investing their money to make it real.

Rishi Kakar, Director, Marketing, IDFC Mutual Fund, said, “When we make our dreams come true, it gives us great joy. ‘Dil Ke Ameer’ is the people who recognise this and call their dream a plan. They plan their life - both, time and finances - tailoring it towards making these joys real for themselves and their loved ones. IDFC Mutual Fund can help plan savings and investments for people who wish to take charge of their lives and work towards their dreams.”

Commenting on the campaign, Parixit Bhattacharya, Chief Creative Officer, TBWA\ India, said, “It is the heart that makes a person rich. And money is best spent when it serves our heart. The message seems to be resonating with people. Over 8,500 videos have been created already. I hope more people use their money smartly to be able to do things that make them happy. After all, happy is the new rich.”

Ankur Rander, Creative Director, Bombay Design Centre, added, “The insight was beautifully crafted into a highly engaging and rewarding experience – through design, copy and code across all devices and mediums. The personalised digital piece enables user stories and conversation and has attracted over 45,000 unique visitors so far, with an average engagement time of over 3 minutes.”

The TVC:




Client: IDFC Mutual Fund

Director, Marketing: Rishi Kakar

Senior Manager Digital Marketing: Shwetal Mehta

Creative agency: TBWA\India

Chief Creative Officer: Parixit Bhattacharya

Copywriter: Parixit Bhattacharya

Art Director: Rishi Chanana

Agency Producer: Hriday Dowerah

Executive Director: Aejaz Khan

Account Director: Jay Mehta

Bombay Design Centre:

Creative Director: Ankur Rander

Designer: Alexey Solodovnikov

Producer: Siddhesh Pednekar

Writer: Sarat Alex

Creative Technologist: Shankari Murali

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