With a plethora of strong and established competitors in the market, Religare Mutual Fund has quite a job in hand to stand out. Its new TVC that states that putting things in the right place and the right hands make them flourish may be too generic a thought for a brand trying to make its presence felt. What was needed was a strong value proposition.
Client: Religare Mutual Fund
Brand: Religare Mutual Fund
Agency: Ogilvy & Mather
Elaborating on the brief, Haresh L Sadani, Head of Marketing & Products, Religare Mutual Fund, said, “Religare MF’s strength remains in being a process driven and disciplined fund house that is result-oriented. On the other hand, the truth remains that we are the ‘nth’ entrant in this category, competing with larger and more established brands. We needed to increase the benefit of our strength to the consumer in a creative and a straightforward method. We wanted to create imagery for our Mutual Fund brand that would be unusual and would stand out in this already cluttered category. It is important to create a perception that is true and believable that generates association with the target audience. The most important thing to an investor is a stable and consistent return on his investment. Hence, we needed to work out a strategy that positions Religare MF as a brand that has the expertise to do just that.”
Sumanto Chattopadhyay, Executive Creative Director, South Asia, Ogilvy & Mather, added here, “The experts at Religare Mutual Fund Wealth know where to invest your money – the fertile ground for its growth, so to speak. This led us to position Religare Mutual Fund as the place where things flourish. It is the expertise that Religare Mutual Fund possesses that makes it such a special place for your hard earned money.”
The film has been directed by Abhijit Chaudhuri under the production house Black Magic. Chattopadhyay explained, “This 60-second film packs in many situations. It was a challenge to shoot all them in a cost effective manner, without travelling out of Mumbai, yet make them look beautiful and worth aspiring to. The next task was putting all these disparate situations together in a simple structure. The music, which is quite special, holds it all together in a memorable way. An interesting aside is that the ‘time lapse’ shots – the flowers blooming, the egg hatching and the cake rising – are not really time lapse shots at all, but created on camera through clever use of props.”
The Final Product:
The film features some catchy music and words: “Everything has its place, like the smile on your face. You know when it’s right because the feeling is so right. See what you got, now a little’s a lot.” There is a montage of visuals where a farmer places an egg under a hen, a potter places some clay on his wheel, a woman places a plant in the sun, a chef places a cake to bake in the oven, a father places his son in front of a basket, a dance teacher places her shy pupil in front of an audience and a young man brings in his old car to the garage of a car designer. When we revisit each of these situations in the second half of the film, we find that placing a particular thing in an apt place has transformed it. The egg hatches to produce a chick, the clay turns into a beautiful vase, the flowers bloom, the dough turns into a cake, the boy discovers a puppy in the basket and is overjoyed, the shy dance student enthralls the audience, and the car is transformed.
We rate the ad 8 out of 10.
Commenting on the ad, Prathap Suthan, National Creative Director, Cheil Worldwide, said, “As a possible investor, they aren’t telling me anything new. I know if things are put in the right place, in the right hands, etc., they will flourish. In a context, where there’s plenty of competition, I wonder why they have gone generic. I would have liked them to have found a niche, a distinct reason why I should consider them as my investment advisors, and a compelling difference that makes me pick up the phone on them. I find the overall approach very artificial. It doesn’t touch me. It feels unreal, it feels made up, it feels un-Indian, and I just don’t like it. I mean, if you wanted to be the SEC A investment advisor, then you ought to have done a much better job.”
We believe the ad connects with the people and has an interesting proposition to start with. The ad puts across the message effectively and is engaging. The ad has a feel good factor associated with it, instead of projecting dire consequences of not investing.