MF Global, a leading broker-dealer with deep involvement in financial markets around the world, has rolled out its new TV campaign, creatively conceptualised by Six Inches Communication, an integrated brand communications agency.
The campaign centers around the creative concept – ‘Gain from the right perspective’. This concept was derived out of the research and strategic intent, which also translated into the MF Global tagline. Electronic being the lead medium for the brand, the creative idea has been expressed through a TVC, which broke on business channels on October 17, 2011.
Commenting on the campaign, Pravin Shah, Founder & Creative Director, Six Inches Communication, said, “Our campaign connects with the audience and strikes the right chord. It reflects the day to day ‘Yes-Yes’ attitude that we see in real life and smartly points out that at least when it comes to investments there is MF Global. We are planning two more on same lines, which will be on air soon.”
The ideation process kick started with a brand audit. It was conducted with the objective of obtaining an insight, which facilitated the development of the brand communication. The audit would aid MF Global connect better with its current client base and attract new clients to its HNI offering in the future.
It was observed that most clients have more than one broking relationship – combination of width and depth and for a combination of efficient margins, and for the spread and pick up of varying ideas for investments. With the help of the brand audit, the agency arrived at the strategic intent of the campaign.
The Creative Expression
The TVC features an urban couple on vacation on a day out for a Safari. The main lead is Sanjay Lufant of ‘3 Idiots’ fame. The couple meets a ‘Guide’, who mindlessly keeps saying “Yes” to their desires of whether they would get to see a tiger or whether he was carrying enough water. Ultimately they lose track and are lost in the jungle as the guide has no clue about the track. However he still keeps saying “Yes” whenever asked about the where the jeep was headed. The final message to the audience states: “Sometimes you wish people didn’t agree with you all the time, and at MF Global we tell you what’s good for you”.
The commercial has been shot in Ranthambore.