Nippon India Mutual Fund launches new Diwali campaign
The campaign highlights the entry of the new brand of Mutual Funds in the market with the brand’s core promise of prosperity
Diwali instantly brings us in the mood for diyas and decorations and flowers and new purchases! It is also believed that the Goddess Laxmi ‘enters the houses’ on Lakshmi Puja. Nippon India Mutual Fund, the new and improved avatar of Reliance Mutual Fund, decided to leverage these insights to come up with a heart-tugging solution for achieving your financial goals.
It showcases the story of a small girl who desires for a car with a sunroof. The parents are non-committal about this large expense but then the little one shows them a way! The film is a clever way of leveraging the festival of lights and the campaign objective clearly is to highlight the entry (pravesh) of the new brand of Mutual Funds in the market with the brand’s core promise of prosperity. Hence the smartly crafted line: Nivesh se Hoga, Lakshmi ka Pravesh!
Where this campaign scores over the regular Diwali communication is that rather than just wishing viewers happy Diwali or pushing a product with a discount or creating a film that tugs at the heart but does nothing for the business; Team NIMF has cleverly woven the product deep inside the very plot of the film. The music, especially the intelligent use of vocals, helps the viewers feel the melancholy, the ‘lightbulb’ moment & the euphoria of success!
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