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Birla Sun Life Mutual Fund urges Indians to activate idle savings with ‘Active Account’

The latest TV commercial, conceptualised by Taproot Dentsu India, introduces the Active Account mobile app. This app can help consumers use the power of technology to activate money with a single swipe

BestMediaInfo Bureau | Mumbai| November 17, 2016

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

Birla Sun Life Asset Management Company Limited, a part of the Aditya Birla Financial Services Group and investment manager to Birla Sun Life Mutual Fund (‘BSLMF’), launched its latest TV commercial, ‘Active Account’ to introduce its mobile app.

Ajay Kakar Ajay Kakar

“Historically Indians have the mindset of keeping majority of their hard-earned money in low-yielding vehicles. Seldom do they realise that with taxes and inflation, their idle savings remain in a state of erosion. Our attempt is to awaken Indians to this realisation, and provoke them to make the right saving choices. With Active Account, consumers can now use the power of technology to activate money with a single swipe,” said Ajay Kakar, Chief Marketing Officer, Financial Services, Aditya Birla Group.

The film, conceptualised by Taproot Dentsu India, opens at a graffiti wall, with a fist raised in defiance. We see a man along with the crowd saying, ‘Enough is enough’ with determination. We then see a man getting off a tram in a hurry who says “Account mein paison ka pade rehna nahi chalega.” The TVC slowly builds up giving a sense that everybody is against something and it needs a revolution. Next we see a working professional stepping out of a glass door saying “Paison ka aalas nahi chalega.” It then moves to a woman walking out of her house and saying firmly, “It’s time for a revolution.” The sentiment among people heats up and we see a man and woman passing by a police van saying, “It’s time to wake up your account. India badlega!” Next we see a man looking down from his balcony at a van full of people passing by. He turns towards the camera and says, “Aaj se, Abhi se, Issi waqt!” He then sits on a chair engrossed in his mobile phone and says, “Ek minute, app download ho raha hai.” We now see a man walking towards India Gate, asking, “Aapko kya laga, morcha nikalenge? Usse kya hoga?” Next scene we see a man standing at a bridge looking into the camera saying, “Kuch hoga, to ek swipe se hoga”. We then see the same man saying, “Ab account mein pasein pade nahi rehenge. Paison ka alas band,” and snaps his finger indicating how easy it is with a swipe and nothing will happen with a ‘Morcha’. He then urges viewers to download the Active Account App from Birla Sun Life Mutual Funds.

Pallavi Chakravarti Pallavi Chakravarti

Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu, said, “The bank account is India's default parking lot, when it comes to money. But is this traditional saving habit optimal? While attempts have been made in the past to urge people to ‘make their money work harder’, the launch of the Active Account App is a game-changer. In this commercial, we've used India's other favourite activity –protesting -- in an interesting way, to drive home the message that the days of ‘lazy money’ are numbered. Because the Active Account is not yet another app, it's a revolutionary tool.”

The TVC:



Client: Birla Sun Life Mutual Fund

Agency: Taproot Dentsu India

Chief Creative Officer: Agnello Dias

Chief Creative Officer: Santosh Padhi

Chief Executive Officer: Umesh Shrikhande

Executive Creative Director: Pallavi Chakravarti

Associate Creative Director: Neeraj Kanitkar

Creative Group Head: Durvesh Gaikar

Art Director: Shraddha Jagtap

General Manager: Ayesha Ghosh

Account Director: Tapan Desai

Account Supervisor: Urvisha Parmar

Production House: Red Ice Films

Director: Shimit Amin

Producer: Lisa D’Costa

Digital Elements: Foxy Moron, Mumbai

Client Servicing: Sudhir Nair, Nikhil Shahane and Pritesh Angane

Creative: Navin Kansal and Prathamesh Mirashi

Social Media: Pranita Potnis and Rukmini Das


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