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Leo Burnett's Indigo Consulting creates for Birla Sun Life MF

Birla Sun Life Mutual Fund (BSLMF), India’s fourth largest Mutual Fund Company launched Jaanoge Tabhi Toh Maanoge - a uniquely executed Investor Education and Awareness Programme. Indigo Consulting, India’s leading full-service interactive marketing and technology agency from the Publicis Groupe developed the website that is an integral part of the newly launched Investor Education and Awareness initiative.

Targeted at investors and potential investors, Jaanoge Tabhi Toh Maanoge (JTTM) is a 360 degree effort that seeks to deliver the right awareness and the right perception about Mutual Funds so even a common man can know, understand, and realize the potential of Mutual Funds as a powerful investment option, and the importance of the role it can play in his life. The first of the three television commercials that aired across national television on November 11, 2013 drives viewer traffic to – the interactive, user-friendly website developed by Indigo Consulting.

The website was developed keeping two important things in mind - the seriousness of the topic and the willingness of the users to know about mutual funds. The task at hand was to simplify mutual fund concepts by presenting them using ideas and real life situations that investors are accustomed with. Breaking away from the industry’s standard approach of content-heavy web pages, Indigo Consulting along with Birla Sun Life Mutual Fund decided to adopt a rather unconventional approach for the website.

Speaking about the website Mr. Ajay Kakar, Chief Marketing Officer, Financial Services - Aditya Birla Group said, “Jaanoge Tabhi Toh Maanoge is not just a mere campaign. It is a platform that we can own through time here after. The JTTM website which captures facets of Mutual Funds now becomes the hub that we will continue to enrich with a lot of informative nuggets, life facts and trivia to make it sticky with viewers. Every initiative we do hence will add to and further build this platform.”

Vikas Tandon, Managing Director, Indigo Consulting added, “Financial awareness is a serious subject that involves several fundamental concepts. Most content around this topic is perceived to be fairly technical. The biggest task for us was to offset this notion and present mutual fund concepts in a manner that is high on simplicity and visual appeal. We also wanted to differentiate the offering from other players, and present a platform that builds brand recall and affinity for Birla Sun Life Mutual Fund.”

By combining latest design trends, technology the Team decided to present jargon-free content using simple examples that investors understand so they can relate to the message better. For example, for a truly clutter-free and simplified user experience, the website uses animated infographics to explain mutual fund concepts with great simplicity.

In terms of design, the website uses a parallax design – among the latest in design trends - to give users a seamless and interactive experience. Content provided on the website is also uniquely presented. The variety of interactive elements include Knowledge Series, Quiz, and The Knowing Game among others. The Knowing Game for example, helps users identify different financial goals based on different stages of their life cycle, indicating how Mutual Funds can help them to achieve these goals through sheer dedication and disciplined investment habits. 


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