The basic concept of the new TVC of ING Vysya Lion Fund, which broke recently, is to ‘Expect the unexpected’. This thought was then translated into certain basic insights from the daily life of people, things that are not expected to happen, with a touch of tongue-in-cheek humour.
ING Vysya Mutul Fund Country Head-Business Development, Vikaas Sachdeva, said, “It was a new product offering from ING Vysya. It was build around a brand persona, which was a tongue-in-cheek humour. The ad describes people traveling in a bus. Suddenly, people see an airhostess serving hot towels, which just zaps people – an airhostess in a bus!”
He further said that the TVC campaign was built on a 360-degree approach. “There are hoardings, TVCs, and the print. We are doing radio spots on All India radio, which was a unique innovation and has been for the past one week,” Sachdeva added.
Milind Dhaimade, National Creative Director, Everest Mumbai, the agency behind the TVC, said, “The brief given to us by the client was that ‘Lion Fund maximises opportunities’. But try to take this thought one step forward since all multi-cap funds say the same thing. We needed to differentiate and score over other mutual fund advertisements. Most important was that our communication should be clutter breaking and should not look like any other financial or mutual fund ads. The ad had to keep in mind our brand personality traits of humorous, upright and simple.”
Dhaimade further said, “It was a very challenging concept, but it was fun doing the film. The film shows the concept of an airhostess in a bus serving towels. It wasn’t expected. We created humour as it is difficult to show human emotions in such an ad.”
The Lion Fund is an open-ended diversified equity fund, which stands for large cap/ intermediate cap/ opportunities/ new offerings. The fund is a typical multi-cap fund that invests across market capitalisation. It basically spreads across areas where there is opportunity.