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ICICI Prudential Mutual Fund unveils new TVC on the ‘Tarakki’ plank

10-November-2009
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ICICI Prudential Mutual Fund unveils new TVC on the ‘Tarakki’ plank

ICICI Prudential Mutual Fund has unveiled its new brand campaign – ‘Tarakki Karein’ – which employs the language of the common man to create a brand connect with its valued investors. The campaign aims to present mutual funds as an intrinsic and essential part of financial inclusion that facilitates wealth creation and progress. The campaign has been conceived and developed by Lowe Lintas India. The TVC has been directed and produced by Chrome Pictures.

The 45-second TVC has been dubbed in various languages to cater to a wide range of audience. “Tarakki Karein” is “Munnetram” in Tamil, “Pragati” in Gujarati and Kannada, “Abhibrudhi” in Malayalam and Telugu, and “Unnati” in Bengali and Oriya.

With the slogan “Aap Ki Tarakki, aap hi ke haath mein hai. Sahi investment karein. Tarakki Karein”, the campaign conveys the underlying need of every individual. It bridges the need gap between the dominant desire to progress and how the expertise of the asset management company could serve the same.

Commenting on the campaign objective, Nipun Kaushal, Head - Marketing, ICICI Prudential AMC, explained, “Today, as we see our country poised to take a quantum leap towards progress, we realise that the Mutual Fund category can serve as a catalyst to trigger an individual’s progress. However, in doing so, we sense a need to make the category more relevant to our end investors. With the launch of our brand campaign, we reinforce the power that every investor holds in his hands – the choice to make the right decision for his own progress.”

Kaushal added, “The brief we gave to Lowe Lintas that we want to make lives simpler for people. We do regular investment that gives high returns. This month-long campaign broke on all GECs on November 2.”

Amer Jaleel, ECD, Lowe Lintas, said, “The brief that we got from ICICI Prudential was to create a distinct identity for the brand. The objective behind the ad was to create a pull for ICICI Prudential Mutual Fund and educate the customer on mutual funds as a category by speaking the language of the common man. The campaign also aims to showcase that the expertise of ICICI Prudential Mutual Fund in helping investors emerge as the master of their own progress.”

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