Birla Sun Life Mutual Fund urges Indians to activate idle savings with ‘Active Account’

Birla Sun Life Asset Management Company Limited, a part of Aditya Birla Financial Services Group and investment manager to Birla Sun Life Mutual Fund (“BSLMF”), launched its latest TV commercial, ‘Active Account’ which breaks across national television today. BSLMF Active Account is a Liquid Fund based mobile application which could help investors earn from their surplus savings. Directed by Shimit Amin, the TVC is created by Taproot Dentsu.

“Historically Indians have the mindset of keeping majority of their hard-earned money in low-yielding vehicles. Seldom do they realize that with taxes and inflation, their idle savings remain in a state of erosion. Our attempt is to awaken Indians to this realization, and provoke them to make the right saving choices. With Active Account, consumers can now use the power of technology to activate money with a single swipe.” said Ajay Kakar, Chief Marketing Officer - Financial Services, Aditya Birla Group.

Birla Sun Life Mutual Fund is ceaselessly working to enhance the appeal of mutual funds across a wider set of users, and non-users across India. Part of this effort includes introducing smart solutions, user-friendly services and facilities as well as mobile applications which simplify mutual fund processes with digitization for both – investors as well as distribution partners.

Balasubramanian, CEO, Birla Sun Life Asset Management Company Limited said, “BSLMF Active Account has been developed using customer-first design thinking. Conveniences such as ease of use, ease of login, ease of transaction, ease of access are structurally embedded into its architecture. This new offering from us is poised to change the way India saves, and I am confident that it will add immense value to savers and investors across the Indian diaspora.”

Speaking about the campaign Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu said, “The bank account is India's default parking lot, when it comes to money. But is this traditional saving habit optimal? While attempts have been made in the past to urge people to "make their money work harder", the launch of the Active Account App is a game-changer. In this commercial, we've used India's other favorite activity - protesting - in an interesting way, to drive home the message that the days of "lazy money" are numbered. Because the Active Account is not yet another app, it's a revolutionary tool.”

The film opens at a graffiti wall, with a fist raised in defiance. We see a man along with the crowd saying, “Enough is enough” with determination. We then see a man getting off a tram in a hurry who says “Account mein paison ka pade rehna nahi chalega”. The TVC slowly builds up giving a sense that everybody is against something and it needs a revolution. Next we see a working professional stepping out of a glass door saying “Paison ka aalas nahi chalega!” It then moves to a woman walking out of her house and saying firmly, “It’s time for a revolution.” The sentiment amongst people heats up and we see a man and woman passing by a police van saying, “It’s time to wake up your account. India badlega!” Next we see a man looking down from his balcony at a van full of people passing by. He turns towards the camera and says “Aaj se, Abhi se, Issi waqt!” He then sits on a chair engrossed in his mobile phone and says, “Ek minute, app download ho raha hai.” We now see a man walking towards India Gate, asking “Aapko kya laga, morcha nikalenge? Usse kya hoga?” Next scene we see a man standing at a bridge looking into the camera saying, “Kuch hoga, tho ek swipe se hoga”. We see the India Gate man again telling us “Ab account mein pasein pade nahi rehenge. Paison ka alas band.” and snaps his finger indicating how easy it is with a swipe and nothing will happen with a ‘Morcha’. He then urges viewers to download the Active Account App from Birla Sun Life Mutual Funds.

Directed by Shimit Amin, the ‘Active Account’ campaign is created by Team Taproot Dentsu, led by Umesh Shrikhande, Agnello Dias, Santosh Padhi, Pallavi Chakravarti and Neeraj Kanitkar. Red Ice Films is the Production House, and Lisa D’Costa, Executive Producer. The digital elements are managed by Foxy Moron, Mumbai.

BSLMF Active Account is a smart investment option which provides users with an active vehicle to help grow their savings while maintaining the convenience of liquidity. The App is available for download on Android, and iOS.

TVC Credits

Agency- Taproot Dentsu India

Agnello Dias – Chief Creative Officer

Santosh Padhi – Chief Creative Officer

Umesh Shrikhande – Chief Executive Officer

Pallavi Chakravarti – Executive Creative Director

Neeraj Kanitkar – Associate Creative Director

Durvesh Gaikar – Creative Group Head

Shraddha Jagtap – Art Director

Ayesha Ghosh – General Manager

Tapan Desai - Account Director

Urvisha Parmar – Account Supervisor

 Production House- Red Ice Films

Director- Shimit Amin

Producer- Lisa D’Costa