PGIM India's first multimedia campaign targets millennials to plan investments
The campaign is conceptualized by Rediffusion Brand Solutions
PGIM, the global investment management brand of US-based Prudential Financial, Inc. (PFI), one of the top 10 investment managers in the world with over USD 1.3 trillion in assets under management has recently launched its new brand in the Indian market called, PGIM India Mutual Fund.
PGIM India Mutual Fund has launched its first multimedia campaign in November. Targeted at the millennials, the campaign urges them to plan their investments because when investments are well-planned, they don’t have to think twice before doing something good for society or following their passion.
Sakshi Dalela, Head-Marketing PGIM India Mutual Fund, said, “The campaign insight came from close group one-on-one discussions with millennials across metros and mini-metros to understand their values, priorities, attitude towards money and their outlook towards life. Most of them realize the importance of intelligently planning their finances to have an edge in life. While most millennials aspire to travel the world, earn high salaries and establish a good work-life balance, almost all of them were also passionate about making a positive impact on society. We found our insight in this millennial behavior – If they can plan their finances well, either on their own or with expert guidance, they will not need to think twice before acting on their wishes – be it to travel the world, enjoy experiences or for that matter give back to society.”
Rahul Jauhari, Jt. President & Chief Creative Officer, Rediffusion Brand Solutions, further added, “There is a visible urge amongst young people to connect with and make a positive impact on their surroundings. When your finances are better planned, the urge can translate into action a lot more easily. And the young actively seek credible sources of wisdom and guidance when it comes to financial planning. We connected the two - the campaign brings out the ease with which the youth can follow their heart, without worrying too much about the financial aspect. A little planning and smarter investments help along the way."
According to our research-based insights, the millennials feel responsible for driving change in their fields. Unlike the common perception that the millennials do not know much about the ways of the world, we found that they are much more clear about what they want to do. And in fact, in certain cases, they are going about it more purposefully than the grown-ups. Millennials are intelligent, smart and savvy.
On financial matters too, we learned that they know not only how to earn money but also how to manage their finances either on their own or with expert guidance. The films are a reflection of this millennial mind-set. The two PGIM India Mutual Fund films are stories of such millennials who do not have to think twice before doing any good. And this is because they are well-informed, well-invested and well-planned.
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