IDFC Mutual Fund Launches New Video Campaign

IDFC Mutual Fund announced the launch of its new video jingle campaign – ‘Smart Bano, Invest Karo’, a part of its Investor Awareness Initiative, in Hindi and ‘Be Smart, Stay Invested’ in English. Keeping in mind the consumer behaviour to make the most of the moment, The Minimalist, a creative solutions group based in Mumbai, created a video jingle of 44 seconds with a catchy tune that sticks in the listener’s mind. The tune revolves around the concept of nudging investors to continue investing.

Talking about the need for the campaign, Gaurab Parija, Head – Sales & Marketing, IDFC AMC highlighted that, “We commissioned the video jingle keeping in mind that the world in lockdown mode is going through a tough phase and the financial markets are in turmoil. People are worried about the state of their current investments and how they will perform in the future. We wanted to address this concern through the jingle in a light-hearted manner reminding everyone that even though the markets are down, investment opportunities still exist.”

Shedding light upon the campaign, Chirag Gander, Co-Founder and Director at The Minimalist said, “We wanted to take our 3 years long and strong partnership with IDFC Mutual Fund to next level and create a provocative campaign built on the foundation of our years-long understanding of the brand as well as the audience in this sector. We wanted to empathise with the investors in this tough time by understanding their concerns and communicate to them that even though the market is down right now, but the right thing to do is keep the spirits high and stay invested."

The campaign’s reach is strategically targeted in the top 8 cities Mumbai, Delhi, Hyderabad, Bangalore, Ahmedabad, Chennai, Kolkata and Surat. It further reached out to those who are withdrawing themselves from making further investments and worrying about their on-going investment plans.


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