ICICI Prudential MF launches a campaign

Diwali is one of the most awaited festivals in India and is special in many ways—from buying new clothes to making special food and indulging in festivities. However, one of the things that excites everyone the most is the anticipation of receiving the Diwali bonus.

But what if someone refuses to take that bonus?

This Diwali, ICICI Prudential Mutual Fund has launched a campaign which shows how interesting the arc of refusal of the Diwali bonus is and why an individual chooses to do so. The fund house’s entertaining Diwali Campaign humorously extends a strong message, thereby leaving a lasting impact on the viewer. 

The campaign addresses the message of why it is important to invest and not just save your money. The campaign shows how a house help (Ramu Kaka) is disappointed in getting the same amount of Diwali bonus every year from his employer (Ramesh). The house help further explains to his employer the benefits of investing across various available mutual fund options. He also points out how his other employer invests in mutual funds and can give him expensive shoes as a Diwali bonus. The house help believes that if Ramesh had invested in mutual funds, he would have also earned good returns and in turn would have been able to give a higher bonus to him. He suggests to his employer to start his investment journey through a Systematic Investment Plan (SIP).

Abhijit Shah, Head Marketing, Digital and Customer Experience, ICICI Prudential AMC said, “Indians are known for their savings habit; however, this habit does not create wealth for them. This Diwali, our focus is to bring a shift in the savings habit to that of investing, thus creating wealth over the long term. Through this campaign, we intend to spread more awareness about the importance of investing among those who do not invest in mutual funds. We aim to nudge people to invest in mutual funds to generate better returns on their hard-earned money.” 

By investing in mutual funds, an investor can allocate his or her resources among several asset classes including debt, equity, commodities, and several others per their risk tolerance, time horizon, and financial objectives. Over time, a long-term, disciplined investment strategy can help investors achieve their financial goals and systematically create wealth. 

The campaign will reach the masses via the company’s multiple digital channels like YouTube, Instagram and Facebook.