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Birla Sun Life Mutual Fund’s new campaign says ‘Jaanoge Tabhi Toh Maanoge’

Jaanoge Tabhi Toh Maanoge (JTTM) the uniquely executed Investor Education Initiative from Birla Sun Life Asset Management Company Limited, a part of Aditya Birla Financial Services Group (ABFS), and investment manager for Birla Sun Life Mutual Fund (BSLMF), launched its latest TV commercial, ‘Jitne Sapne Utne SIP’ which breaks across national television today. Directed by Shaaze Merchant, the TVC is created by Taproot Dentsu.

“It has been most heartening to see the recognition and recall Jaanoge Tabhi Toh Maanoge has earned over its journey to bring mutual funds into mass India’s consideration set. ‘Jitne Sapne Utne SIP’ is yet another extension of our commitment at ABFS to drive self-realization among mass India about the merits of making money work for them,” said Ajay Kakar, Chief Marketing Officer - Financial Services, Aditya Birla Group.

“This year we are highlighting the importance of backing every financial goal with its own Systematic Investment Plan (SIP). People have multiple dreams and every dream needs a separate SIP. The goal-based investment approach through SIP will help investors realize their financial dreams and enable them to live a life minus compromises,” added Ajay.

A. Balasubramanian, Chief Executive Officer, Birla Sun Life Asset Management Company Limited added, “SIP is a great entry point for retail consumers to experience mutual fund investments. SIP can help investors build large corpus over a period of time so investors can benefit from the power of compounding while also averaging out the cost of investments. ‘Jitne Sapne Utne SIP’ encourages investors to look at SIP differently – not as good ‘one-off’ plans but as ‘must-have’ plans for every financial goal. In doing so, it touches upon the invaluable role SIP can play in making their many dreams come true.”

Speaking about the campaign Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu said, “Birla Sun Life Mutual Fund's investor education initiative has always borrowed from real life to provide simple, useful information about mutual funds. This year, we're driving home the message that investing in multiple SIPs is one of the best ways to help fulfill multiple dreams. So we've used a fact of life, to draw a parallel with SIPs: one size can't possibly fit all. Why then do we expect that one SIP will cover all our needs? It's a big learning, dished out in a light-hearted, relatable way.”

The film opens on a boy in a shoe store trying on a pair of shoes with his parents and elder brother. The boy slips his foot easily in a shoe which is big for him. He looks up and tells his father that the shoe is a little loose. The father immediately urges his elder son to try the shoe. The elder son tries to wear the show but it is tight for him. The father now asks the salesman to pack this very pair of shoes. The salesman is just as confused as the mother, but the father is unperturbed. Looking at his wife, he explains that the shoes will get loose as the elder son wears it, and they will soon fit the younger son as he grows. The children look pained and the wife gives him an “I don’t believe you” look. At this point, the camera moves away from the family to focus on the sutradhaar, who is also trying on a pair of shoes in the store. The sutradhar says, “Yeh toh aap maanoge ki har zaroorat ka ek alag upaay hona chahiye. Toh phir aapke saare sapne sirf ek systematic investment plan se kaise poore honge? Har sapne ki alag planning kijiye. Yaani, jitne sapne, utne SIP.” He then urges viewers to visit to know more about mutual funds.

Directed by Shaaze Merchant, ‘Jitne Sapne Utne SIP’ is created by Team Taproot Dentsu, led by Umesh Shrikhande, Agnello Dias, Santosh Padhi, Pallavi Chakravarti and Gauri Burma. Soda Films is the Production House, and Ameya Dahibavkar, Executive Producer.

The latest phase of Jaanoge Tabhi Toh Maanoge which breaks today on national television will be supported by multi-channel surround for multi-screen visibility. The television commercial is supported with digital amplification, along with radio-spots across leading radio stations, direct emailers across audience clusters and branding across BSLMF’s national network.




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