Aditya Birla Sun Life MF & Dentsu highlight the power of 3 in latest campaign

Aditya Birla Sun Life Mutual Fund (ABSLMF) and DENTSU CREATIVE India have launched their latest Investor Awareness campaign, titled ‘3-in-1 Toh Investment Done’. This innovative campaign aims to promote the ‘Multi Asset Allocation Fund’ – a strategic solution to navigate through market turbulence.

The campaign effectively 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 intelligently cushions the impact of market fluctuations and effectively manages risks, all while potentially enhancing returns.

The film centers 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, audio streaming, as well as outdoor and ambient media in 17 cities.

Watch the ad film: 

https://youtu.be/KoWET45FLjU

Speaking about the campaign, Darshana Shah, Head of Marketing & 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 here, “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.”

Campaign credits:

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

Agency: DENTSU CREATIVE India

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