There is no better return than saving a life, says HDFC Mutual Fund
Conceptualised by Publicis Ambience, the campaign highlights the role of charity to help families of cancer patients
BestMediaInfo Bureau | Mumbai | March 15, 2017
HDFC Mutual Funds has come out with a new TVC to spread the word about the third fund in its series of Charity Fund for Cancer Cure. The campaign, conceptualised by Publicis Ambience, highlights the role of charity to alleviate the struggle of families of cancer patients.
The fund is associated with the Indian Cancer Society and was initially launched in 2011 as HDFC Debt Fund for Cancer Cure and subsequently again in 2014.
Through the story of a fireman and his little daughter, the ad conveys the message that there is no better return on investment than saving a life. The TVC opens with a fireman who is seen getting ready to leave for his duty. Just then he realises that his helmet is missing. He notices that his daughter is wearing the helmet and she challenges him to get it from her. The chase begins. After running around the house and the corridors, the fireman finally manages to get hold of his daughter. It is only when the daughter removes the helmet and puts it on her father's head, does the viewer realise the truth about the girl. The ad ends by urging people to invest in the HDFC Charity Fund for Cancer Cure.
“The unseen struggles of cancer patients are unimaginable, more so of the families who can't afford their treatment. Through this one-of-a-kind fund, we make concerted efforts in aiding this cause to the fullest. Publicis Communications has done a great job in delivering the message through a simple and impactful ad,” said Shyamali Basu, Senior VP and Head of Products, HDFC Asset Management Company.
Commenting on the reason for choosing this particular narrative, Jigar Fernandes, Executive Creative Director, Publicis Ambience, said, “We realised that a fund like this might get more takers from the 35 plus age group, who might be parents themselves. Hence the story of a parent struggling to save his child, and the urge to help more parents like him in their fight against cancer.”
The TVC:
Credits:
Client: HDFC Mutual Fund
Agency: Publicis Ambience
Managing Director and Chief Creative Officer, South Asia: Bobby Pawar
Chief Operating Officer: Paritosh Srivastava
Executive Creative Director: Jigar Fernandes
Creatives: Rohan D'souza, Jigar Fernandes
Account Management: Nipun Goomer, Darrell Fernandes, Bhavik Thakkar, Bidisha Bezbaruah
Films: Jignesh Maru
Production Company: RPF Films
Director: Vijay Prabakaran
Music: Karan Kulkarni