Every AMC has the same Balanced Advantage Fund, how to create a simple & memorable investor education campaign that sticks instantly with consumers as well as our Individual Financial Advisors (IFA)?
We went laser focused on the challenge by keeping the communication very simple, clear, and sticky. Jingle centered campaigns have always worked wonders in FMCG advertising, while this is not a common practice in Mutual Fund industry.
We decided to break this clutter and anchor a sticky jingle in our campaign while showing the emotional payoff of being relaxed about investments through people enjoying their everyday. Besides the jingle we also created a memorable creative devise “The Halo of Go Automatic” which is unmissable in the ad for people who have still not Gone Automatic.
