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Aditya Birla Sun Life’s investor awareness campaign promotes 'Multi Asset Allocation Fund'

The campaign emphasises the benefits of investing in a single fund, offering exposure to three key asset classes: Equity, Debt, and Gold

Click on the Image to watch the TVC.

Aditya Birla Sun Life Mutual Fund and Dentsu Creative India have launched their latest Investor Awareness campaign titled '3in1TohInvestmentDone’.

This campaign aims to promote the 'Multi Asset Allocation Fund' - a strategic solution to navigate through market turbulence.

The campaign emphasises the benefits of investing in a single fund, offering exposure to three key asset classes: Equity, Debt, and Gold. Investors can enjoy the combined advantages of growth and stability through the diversification of investments across these asset classes. This approach cushions the impact of market fluctuations and effectively manages risks, all while potentially enhancing returns.

The film centres around three friends who consistently support each other in various circumstances, mirroring the essence of the 'Multi Asset Allocation Fund’. This fund optimises returns and manages risks effectively by diversifying one’s portfolio, much like the friendship of the friends in the film. The campaign is currently live across multiple platforms, including digital, cinema, and audio streaming, as well as outdoor and ambient media in 17 cities.

The outdoor campaign is executed by Platinum Outdoor. A variety of high-traffic locations were identified for the campaign to ensure visibility and impact. These locations included arterial roads, intersections, and residential en-route areas. To ensure that the brand's message reached consumers in diverse environments, from busy urban hubs to travel gateways, multiple media formats were utilised, including billboards, bus queue shelters, DOOH (Digital Out-of-Home) metro internal panels, and airport branding.

The film:

Darshana Shah, Head of Marketing and CX, Aditya Birla Capital, said, “At Aditya Birla Capital, our aim has always been to simplify people's financial needs while presenting a compelling story. With this investor education campaign, we wanted to highlight the importance of portfolio diversification in managing market volatility and risks. We aimed to showcase how investing in a 3-in-1 'Multi Asset Allocation Fund' can provide the advantages of three asset classes - Equity, Debt, and Gold - combined, offering potential growth and stability. This film aims to raise awareness about the benefits of investing in a versatile fund like this and starting your financial journey with us.”

Ajeet Shukla, Group Executive Creative Director, West, Dentsu Creative India, added, "We didn't have to search far and wide to crack this piece, and as always, our focus was to create a device that would make the film a memorable story. We are pleased to have achieved delightful dimensions and sweet textures to the story by incorporating a musical jingle, children as characters, and their adorable performances."

Dipankar Sanyal, CEO, Platinum Outdoor and MRP also commented, “Aditya Birla Capital effortlessly ticks all the boxes when it comes to executing a remarkable outdoor campaign. Our teams have been exhilarated by the opportunity to strategize and implement such a grand-scale campaign. The impact that the campaign has already made on the brand is nothing short of extraordinary”.


Brand: Aditya Birla Capital

Business: Aditya Birla Sun Life Mutual Fund

Head - Marketing and Customer Experience, Aditya Birla Capital: Darshana Shah

Head - Business Enablement & Marketing, Aditya Birla Sun Life AMC: Sidharth Damani

Brand Head, Aditya Birla Capital: Mahadev Srivatsa

Head - Customer Affinity & Offline Acquisition, Aditya Birla Sun Life AMC: Shivakumar Kannan

Deputy Chief Manager - Product Marketing, Aditya Birla Sun Life AMC: Gaurav Mohta

Senior Manager Marketing, Aditya Birla Capital: Naman Shrivastava


Chief Executive Officer: Amit Wadhwa

Chief Strategy Officer: Sumeer Mathur

President: Indrajeet Mookherjee

Chief Creative Officer, Creative Experience, West: Aalap Desai

Group Executive Creative Director: Ajeet Shukla

Vice President: Amit Murthy

Senior Account Director: Hemant Joshi

Brand Strategy Director: Chinmay Karandikar

Brand Strategy Manager: Gurkiran Shahi

Creative Director: Rutul Mistry

Associate Creative director: Palak Mehrotra

Art directors: Niraj Sahani, Aswarag K, Gladius Augustin

Head of Films, Dentsu Creative: Suprotim Day

VP, Video Strategy & Production: Taj Ali

Senior Agency producer: Kriti khandelwal

Agency producer: Chitiz Shandilya

Production house: Roger that production

Director: Parikshit Vaidya

Associate Producer: Prasanna Bhende

Producer: Kimaya Bhende

DOP: Rakesh Singh

Music director: Ramil Ganjoo


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