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Some big lessons from little children

Conceptualised by JWT Mumbai, the campaign by Reliance Mutual Funds consists of three light-hearted ad films that talk about the lessons one can learn from children

Click on the image to watch the TVC.

Based on the insight that grown-ups can learn from kids with regard to many useful principles in life, Reliance Mutual Funds has come out with a campaign called, ‘Chhoton Ke Bade Funde’.

Conceptualised by J Walter Thompson, Mumbai, the campaign consists of three ad films that talk about various topics like taking care of our money, seeking right guidance in important matters and so on.

In the first ad film, a man can be seen on his knees, clearly being punished for something. He begins talking about how he sought information from friends, when his daughter scolded him and told him the importance of seeking guidance from experts. The second film shows a woman writing down something. She too has been punished for forgetting to take change back from her hairdresser, after which her daughter punished her by making her write, ‘I will manage my money’, over and over again. The third film is about a man who is itching to join his friends for a party but can’t go because his son has punished him for not listening to his friends while they were discussing important things.

“Children don’t necessarily point it out every time, but they are very mindful of the inconsistencies in adult behaviour. We often preach certain things that we ourselves sometimes don’t follow. Reliance Mutual Fund and JWT teams thought of having some fun using this insight. We added the context of money/financial management to this insight, and the three bright kids brought the scripts to life, and how,” said Sandeep Walunj, Chief Marketing Officer, Reliance Mutual Fund.

Speaking about the campaign, Nandita Chalam, Senior Vice-President and Executive Creative Director, J Walter Thompson Mumbai, said, “There’s a lot we can learn from our children. It’s this simple truth around which J Walter Thompson has created its new Children’s Day campaign for Reliance Mutual Fund titled Chhoton Ke Bade Funde. Using humorous role reversals, the films show adults being punished by their children for mistakes they have made in the handling of money or investments.”

The TVCs were followed by its digital extension and integration on radio. With #ChhotonKeBadeFunde, Reliance Mutual Fund asked netizens on Facebook and Twitter to share the learnings they have got from kids. At the same time, they sought participation from kids on social media and recognised the winners among them on radio.

The TVCs:


Client: Reliance Mutual Fund 

Creative Agency: J Walter Thompson Mumbai

Account management:

Managing Partner: Rajesh Gangwani

Associate Vice-President: Abhay Godbole

Account Director: Gaurav Bhagat

Sr Account Executive: Hinal Somaiya

Creative Team:

Chief Creative Officer: Senthil Kumar

National Creative Director: Tista Sen

Senior Vice-President and Executive Creative Director: Nandita Chalam

Associate Vice-President and Senior Creative Director: Anagha Nigwekar

Creative Director: Abhishek Bondre

Director (of the film): Vinay Jaiswal

Production House: Kreative Wings

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