IDFC Mutual Fund launches Paison Ko Roko Mat campaign via TBWA India

IDFC Mutual Fund just launched its first investor awareness campaign of the year - #PaisonKoRokoMat. In a country of savers, the campaign baseline is a call to action. It alludes to the innate Indian need to save and unwittingly hinder the flow of money, not allowing it to grow to its full potential. A tongue-in-cheek investor awareness campaign, it underlines the fact there are more modern ways to invest your money than to deposit it someplace "good". It shifts the conversation regarding wealth generation from the age old strategy of saving to one of dynamic investments. What makes the 2-film campaign memorable is the eccentric cast of characters bringing unexpected stories to life. Offering a third person perspective that makes the viewer chuckle while at the same time perhaps making them question their own unchanging attitude towards money. #PaisonKoRokoMat is a 360 campaign conceptualised and created by TBWAIndia. The platform will find a multitude of expressions across Television, OOH, digital and social media.

Speaking of the quirky creative execution which is a clear departure from category conventions, Managing Partner - Creative TBWAIndia, Parixit Bhattacharya added,

“This has been a lot of fun to create. The narrative is distinctive and it needed oodles of craft to bring them to life which Ayappa and his team served delectably. We hope this makes people smile while reconsidering their choice of investments and tilt the conversation in favour of mutual funds. There are many more executions across channels under #PaisoKoRokoMat and we are excited to see what it does in the market.” 

Commenting on the inspiration behind the idea, CEO of TBWAIndia Govind Pandey said "These ads charmingly nudge you to reevaluate your investment choices that you make almost by default.”

Gaurab Parija, Head – Sales & Marketing, IDFC AMC, highlighted that “The central thought of the campaign #PaisonKoRokoMat draws inspiration from our lives where inertia is an impediment to our growth and sometimes reflects in the way we allocate our money. What we are trying to bring out through the campaign is a subtle yet strong message of looking beyond the traditional ways of growing your money and using your goals to allocate your money across asset classes and investment solutions.”

Director Sanju Ayappa from Early Man Films said, “Really enjoyed working on these films for IDFC Mutual Fund. They are quite bold and unique for the category. Especially, the casting.”