TBWA India's Twin Punch Campaign for IDFC Mutual Fund

IDFC Mutual Fund, one of India’s leading mutual fund house announced the launch of its latest TV commercial (TVC) for its pan-India investor awareness campaign #PaisonKoRokoMat nudging investors to benefit from the growth potential of equity mutual funds. With the TVC, IDFC Mutual Fund consolidates its unique voice in the BFSI sector by breaking down complex category truths using simple, immersive story telling formats. The TVC brings out a light hearted, refreshingly humorous take on the blindingly obvious to sharply drive home the proven benefit of equity mutual funds, prodding fence-sitters to spur them into action.

Gaurab Parija, Head – Sales & Marketing, IDFC AMC, added, “With the rising expenses due to improved quality of life, longer lifespans, increased medical contingencies, it is important to consider investing in an asset class that can help in beating inflation in the long run. Our latest #PaisonKoRokoMat advert is directed towards nudging investors to something which is obvious but not fully appreciated, the fact that Equities is an important asset class for wealth creation over the years with the potential to beat inflation in the long term, thereby facilitating investors to achieve their financial and life goals.”

The central thought of the campaign #PaisoKoRokoMat draws inspiration from our lives where inertia is an impediment to our growth. IDFC Mutual Fund takes a fresh, non-conventional approach with its creatives for the campaign, shifting the conversation regarding wealth creation from the traditional to the contemporary. The use of satire to highlight the proven benefit of equity mutual fund investing is yet another creative leap taken by IDFC Mutual Fund in this category.

Created in partnership with ad agency TBWA, the pan-Indian campaign will be deployed across Television, Print, Outdoor and Digital media across multiple regional languages. 

Previous TVC:

Advert 1 – Astronaut: 

Advert 2 - Castaway: 

About the impact of the work and creating a memorable voice for the brand, Govind Pandey, CEO of TBWAIndia said, "Last year we were pushed to re-evaluate all our choices.  The way we live, interact with people and the way we make financial decisions.  This communication is yet another attempt by IDFC Mutual Funds to gently prod investors to keep it simple.  And choose what is staring them in their face as a good opportunity to grow their money.  IDFC Mutual Fund, over a period of time has tried to simplify the complexities of investing in mutual funds in a charming, humorous manner, thereby getting people to re-assess their investment decisions. "

Commenting on the idea and the creative conceptualisation of the new leg of the #PaisoKoRokoMat campaign, Parixit Bhattacharya, Managing Partner - Creative, TBWAIndia said, “IDFC MF has been injecting humour into investor awareness messages for a while now. This time around, with a platform like ‘Missing the obvious’, lost twins were an easy find. We hope people go and look at the performance of Equity Funds after having a laugh while watching the commercial.”

Ayappa KM from Early Man Films who directed the commercial, observed, “The strength and simplicity of the idea warranted an effortless execution.”