IDFC Mutual fundtargets the older generation through its latest campaign.
- It asks its consumers to explore newer opportunties in the field of Mutual Funds.
Speaking of the quirky creative execution which is a clear departure from category conventions, Managing Partner - Creative TBWA\India,
“This has been a lot of fun to create. The narrative is distinctive and it needed oodles of craft to bring them to life which Ayappa and his team served delectably. We hope this makes people smile while reconsidering their choice of investments and tilt the conversation in favour of mutual funds. There are many more executions across channels under #PaisoKoRokoMat and we are excited to see what it does in the market.”
Commenting on the inspiration behind the idea, CEO of TBWA\India Govind Pandey said "These ads charmingly nudge you to reevaluate your investment choices that you make almost by default.”
Gaurab Parija, Head – Sales & Marketing, IDFC AMC, highlighted that “The central thought of the campaign #PaisonKoRokoMat draws inspiration from our lives where inertia is an impediment to our growth and sometimes reflects in the way we allocate our money. What we are trying to bring out through the campaign is a subtle yet strong message of looking beyond the traditional ways of growing your money and using your goals to allocate your money across asset classes and investment solutions.”
Director Sanju Ayappa from Early Man Films said, “Really enjoyed working on these films for IDFC Mutual Fund. They are quite bold and unique for the category. Especially, the casting.”