Conceptualized by Soho Square, the campaign talks of Systematic Investment Plans (SIPs) as an affordable yet attractive investment solution for the retail consumer
BestMediaInfo Bureau | Mumbai | March 10, 2016
Franklin Templeton Investments has just launched an investor education initiative across media, positioned to address novices in the world of investments. Conceptualized by Soho Square, Mumbai, the commercial is timed for release during the India-Pakistan match at the Asia Cup. The campaign is being released simultaneously on television and the digital medium.
The timing of the campaign also coincides with the announcement of the Union Budget, when investors should logically be open to expert advice. The campaign promotes Systematic Investment Plans (SIP) through #TheGoodEMI, advising investors to look upon SIPs as investments, rather than instalments. The ad is different from the 'Happy families' or 'plan for the future' type of commercials, which are typical of this category.
Juzer Tambawalla, Vice-president and Head, Marketing and Communication, Franklin Templeton Mutual Fund, said, “The objective of this campaign is to position the concept of Systematic Investment Plans as an affordable yet attractive investment solution for the retail consumer. A SIP is the first step to investing in Mutual Funds and given that one can start with as little as Rs 500 a month, it’s almost the cost of two movie tickets.”
Anuraag Khandelwal, Executive Creative Director and Creative Head, Soho Square Mumbai, explained, “Each one of us knows the pain that EMIs bring at the start of every month. By positioning SIP like a Good EMI (equated monthly instalment), we are pitching it as an EMI that ultimately comes back to you. This is why unlike other EMIs, this is one EMI that you’ll gladly pay for with a smile. The film is made in a way that’ll make you go, 'Yeah, this is exactly what happens to me’.”
The film is a dramatization of what happens to a regular middle-class working man on the first day of every month. After a long day at work, he gets an SMS with the words he’s been waiting for all month, ‘Salary Credited’. He then checks his wallet and it is flush with cash. His joy is short-lived, though, as a huge crowd of EMI-collectors descend on him like a pack of hungry wolves. The commercial then goes into action-movie mode, as the average salary earner is chased by ‘phone EMI’, ‘personal loan EMI’ and ‘car EMI’.
With each EMI that hits him, the man loses more and more cash, till he flops down on the ground, having lost most of his salary to EMIs. The only EMI collector that helps him is the SIP EMI, and the protagonist gladly pays his ‘Good EMI’ with a smile, knowing that this was an investment and not another instalment.
Client: Franklin Templeton Investments
Client team: Juzer Tambawalla, Balaji Vaidyanathan, Anuradha Bhandari
Creative agency: Soho Square, Mumbai
Head of Office: Samrat Bedi
ECD and Creative Heads: Anuraag Khandelwal, Satish deSa
Creative Director: Manu Gupta
Creative Controller: Pratik Kamat
Senior VP: Mohit Ahuja
Account Director: Neville Suraliwala
Account Supervisor: Selvam Somasundaram
Senior VP (Account Planning): Shashank Lanjekar
Film Supervisor: Shagun Dharia
Production house: Story-tellers
Director: Aakash Bhatia
Producer: Zina Khan
Post Producer: Prasad Shetty