IDFC Mutual Fund has launched investor awareness campaign #InvestmentMeinNoEmotion to highlight that disciplined asset allocation strategy can help reduce investment biases leading to better long-term results.
The campaign highlights the Balanced Advantage Fund category as a potential solution to manage this behavioural dilemma.
A Balanced Advantage Fund is a hybrid fund that invests in both debt and equity markets, adopting a dynamic asset allocation strategy that can actively rebalance the portfolio depending on market conditions.
Vishal Kapoor, CEO, IDFC Asset Management Company (AMC), said, “It is only human to be emotional, whether it is anger, joy, fear or greed. However, avoiding these can help with better investment outcomes. For many investors, the fear of missing out or the greed of supernormal returns can override sensible investment decision-making. A Balanced Advantage Fund, through its dynamic allocation to equities and debt based on market conditions, can provide stability and better risk-adjusted returns over the long term. This in turn can help investors stay invested longer, and benefit from the growth potential of disciplined, long-term investing.”
Gaurab Parija, Head – Sales and Marketing, IDFC Asset Management Company (AMC), added, “Investors look to grow their assets while aiming to limit the downside when markets correct. However, the challenge is to keep emotions out of investing. This is easier said than done as many of us are still taking early steps to the world of investing and find it difficult to navigate the volatility of the markets leading to very different experiences. Our latest campaign #InvestmentMeinNoEmotion deploys humour along with unique characterisation and an innovative storyboard urging investors to introspect and not let emotions cloud their investments when the market is being volatile.”
The campaign is showcased through two films featuring a chef and a musician, who unintentionally reveal embarrassing information about the inspiration behind their ‘talent’ while being swayed by their emotions, offering the viewer a chuckle while triggering an introspection.
The films will be showcased across television as well as online media across various digital and social media platforms. A series of innovative creatives through outdoor media including hoardings across 15 cities will create additional visibility.
Produced by Bolt, a division of Omnicom Group, to which TBWA belongs, and is directed by Bollywood director - Sagar Ballary, of Bheja Fry fame.
“When I was offered the IDFC ad I was myself going through some financial investment thoughts. Our family had lost money due to bad investments with wrong people so what struck me like lightning was the line ‘emotional hoke phisal gaye?’, because that is exactly what had happened to us. The creative team chose humour as an expression to convey the idea - which always works when you have to get a point across - nobody likes to be preached to. Subtle thoughts implanted while you are laughing always works - so my challenge was to create memorable characters that everybody could relate to and situations and expressions that the viewer would identify with. I used the standard approach while making comedies - let the actors settle into their characters and feel the irony of the situation. It was immense fun making this for TWBA and Bolt Content India,” Ballary said.
Managing Partner Creative, TBWA\India, Parixit Bhattacharya, said,“ Humour has been helping us deliver important investor education messages effectively. We needed to crack another fertile platform, this time for Balanced Advantage Fund that would lead to humorous stories. ‘Don’t get carried away with your emotions’ as the communication platform mirrors how investors react to market changes and end up taking wrong decisions. Chef and Geet Shiromani are two such examples of people getting carried away. Hope they make people laugh and think at the same time. “
CEO of TBWA\India, Govind Pandey, said, “It is one of the toughest jobs to build a brand voice in a fairly crowded mutual fund communication space with a lot of regulatory guidance on what can be advertised and what can’t. Good investing is following common sense. IDFC AMC brand is common sense reminded delightfully. This campaign reminds people to not get carried away by emotions.”