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‘Jo Samjhega, Wo hi Payega’, is Kotak Mutual Fund’s new tagline

Conceptualized by Everest Brand Solutions, Kotak Mutual Fund’s a new campaign focuses on the small investor, luring them to be put their money into mutual funds in systematic investment plans

BestMediaInfo Bureau | Mumbai | March 21, 2015

Kotak-Mutual-Fund Click on the image to watch the TVC.

Kotak Mahindra Asset Management Company’s (KMAMC) ‘Jo Samjhega, Wo hi Payega’ (the knowledgeable will gain) campaign, targets the small investor, particularly the salary earning middle income group and cajoles them into ploughing their savings into systematic investment plans (SIPs) in Mutual Funds.

Two television commercials, conceptualized by Everest Brand Solutions, have friends and neighbours educating salary-earners - like professors, about the SIPs. The systematic investment plans enable small and staggered investments in mutual funds, with the prospect of the investments growing into a large kitty over time.

Under its investor education initiative, KMAMC aims to reach out to working professionals who have sufficient disposable income, but are apprehensive about market cycles and its pitfalls. Through this educative campaign, Kotak Mutual Fund addresses the common misconceptions of risk-averse investors about investment in mutual funds.

The campaign aims to instill confidence in the minds of investors about mutual funds in general and SIPs in particular. The commercials launched as part of the campaign, show the simplest way of investing, while suggesting a consistent and disciplined approach to investments.

Kaiyomurz Daver, Vice President, Marketing, Kotak Mutual Fund, said, “Research suggests that despite rapid growth, mutual fund penetration in India is still low, compared to global peers, due to low financial literacy about the category and ill-informed perceptions surrounding mutual fund investments. The objective of the campaign is to create awareness about benefits of mutual funds and increase participation of the retail investor in equity markets. ‘Jo Samjhega, Wo hi Payega’ highlights how SIP enables disciplined investments, even in small amounts, assisting in wealth creation over time.”

Rahul Jauhari Rahul Jauhari

Rahul Jauhari, Chief Creative Officer, Everest Brand Solutions, said, “Most people don’t understand the nuances of personal finance so well. Most people listen to voices of authority in their lives. So we put the two things together - and landed on a simple way of explaining the benefits of doing an SIP. The cast has been kept close to real and the pitch of the films has been kept believable.”

The TVCs:




Creative Agency: Everest Brand Solutions

Creative Team: Rahul Jauhari, Samir Chonkar, Sushant Karane, Senjuti Mahanto, Bappaditya                            Saha, Helga Rozario

Agency Servicing:

President: Dhunji S. Wadia

Vice President: Aradhana Bhushan

Account Director: Animesh Upadhyay

Account Manager: Jignasha Bhatia

Director: Vivek Daschoudhary

Production House:  Elements

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