'Good results take time', Birla Sun Life Mutual Funds' latest ad convinces viewers

[caption id=“attachment_98725” align=“alignleft” width=“380”] A screenshot from the film[/caption]

Birla Sun LifeMutual Fundshas recently entered Phase III of its campaign ‘Jaanoge toh maanoge’, and has aired a new commercial to support it. The campaign has been created by Taproot India and showcases the suitability of equity mutual funds as the asset class for wealth creation over the long term.

Said Ajay Kakar, chief marketing officer - Financial Services,AdityaBirlaGroup, “As subject matter experts, we know the opportunity Indian equity mutual funds present to investors. The investor experience however seems to be marked either by their fear of volatility or expectation for short-term gain. Our objective this time around is to try point out how patience and long-term duration of investment can be key to fruitful returns in equity mutual funds.”

AddedA. Balasubramanian,CEO, BirlaSun Life Asset Management Companyadded, “It is the need of every citizen to plan his financial goals for a better tomorrow. Our endeavour is to make investors realize that equity mutual fund is an asset class that demands investment discipline and long-term commitment so that they may make the most of this asset class to achieve their long-term aspirations.”

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The TVC opens with a man walking purposefully down the road firmly holding onto a small boy in tow. He seems visibly upset while the child is lost in a world of his own. At this moment, the narrator or sutradhar says, “Today, Mr. Mehra’s son failed in mathematics”. We now seeMr Mehra along with his son march right into a Tuition Centre, as the sutradhar continues, “Which is why, he went straight to the best tuition teacher in town” and while getting his son registered at the Tuition Centre said, “- so my son will top from tomorrow onwards right?” Hearing this expectation from the father, both the teacher and the child are taken aback and look at the father wide-eyed. The film then cuts to the sutradhar, who is sitting on the one of the benches of the tuition center. He then tells the viewers - “Even you will agree that one does not get results this fast, but if I tell you the same thing about Equity Mutual Funds, will you agree?” He then urges the viewer to give enough time to their equity mutual fund investments to grow. The TVC then closes with the_sutradhar_highlighting the tagline,Jaanoge tabhi toh Maanoge, urging viewers to visit www.jaanotohmaano.comfor more information about mutual funds.

Watch the TVC here:

Speaking about the campaign, Agnello Dias, chairmanand chief creative officer, Taproot Indiasaid, “When advertising for an investment product like a mutual fund, the penny drop moment leading to sharp realization is very important. The story-telling has to be simple, non-preachy and yet persuasive. That was our endeavour behind this empathetic and engaging story forBirlaSun Life Mutual Fund.”

Directed by Shimit Amin, the TVC is created by Team Taproot, Mumbai led by Umesh Shrikhande, Agnello Dias, Santosh Padhi, comprising Priyanka Rishi, Priyank Misra, Ambalika Sen in account management and Pallavi Chakravarti, Gauri Burma, Nivedita Agashe, Pranav Bhide, Rutuja Mali and Anoop K K in creative.