Birla Sun Life launches phase two of 'Jaanoge Tabhi Toh Maanoge'

Using the analogy of different varieties of tea preparations, the commercial explains how mutual fund offerings extend beyond equity to several other options.

FP Staff January 20, 2014 20:00:44 IST
Birla Sun Life launches phase two of 'Jaanoge Tabhi Toh Maanoge'

Jaanoge Tabhi Toh Maanoge, the Investor Empowerment Programme from Birla Sun Life Asset Management Company Limited, a part of Aditya Birla Financial Services (ABFS), and investment manager for Birla Sun Life Mutual Fund (BSLMF), entered the second phase with the launch of its second commercial. The second phase also reaches out to the younger investors' segment with the launch of the Mutual Fund Song.

The second commercial targets the primary audience of traditional investors to address the popular perception that equates mutual funds with equity, and therefore with risk. Using the analogy of different varieties of tea preparations, it explains how mutual fund offerings extend beyond equity to several other options.

Birla Sun Life launches phase two of Jaanoge Tabhi Toh MaanogeThe second commercial opens with three friends walking to a tea stall. One of them orders two cups of tea. The third friend, who hasn't been given any tea, looks annoyed. Looking at his expression, the first friend questions him by asking that if he's stopped having sugar, how can he have any tea? The third friend replies back by saying that he has a problem with sugar, not with tea. He can have other options like ginger or cardamom tea. The narrator tells the viewers, "You know that when it comes to tea, there are many options. Then, when it comes to mutual funds, why don't you look beyond equity? There are several options, such as debt." The TVC ends with the narrator highlighting the tagline and urging the viewers to understand the reality behind mutual funds.

Birla Sun Life launches phase two of Jaanoge Tabhi Toh MaanogeIn a bid to engage younger investors, Jaanoge Tabhi Toh Maanoge includes a rap anthem - The Mutual Fund Song - mirroring general myths and perceptions associated with mutual funds, addressing them through analogies from our everyday lives.

Ajay Kakar, Chief Marketing Officer - Financial Services, Aditya Birla Group, said, "Jaanoge Tabhi Toh Maanoge (JTTM) manifests our commitment to create self-realisation among mass India. Our efforts though only go to pique the common man's curiosity and draw him to the mutual fund category while underscoring the power, potential and relevance of mutual funds in his life. Speaking to every fence-sitting investor who second-guesses entry into mutual funds in anxiety of perception barriers, JTTM offers a flavour of 'what is in it' for him."

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