Will the Birla Sun Life Mutual Fund ad attract potential investors?

The brand's new campaign aims at creating the right awareness about mutual funds so that a common man can understand its potential as a powerful investment option

e4m by Twishy
Updated: Dec 5, 2013 9:07 AM
Will the Birla Sun Life Mutual Fund ad attract potential investors?

In an attempt to empower customers with the knowledge on mutual funds, Birla Sun Life Asset Management Company, a part of Aditya Birla Financial Services (ABFS), and investment manager for Birla Sun Life Mutual Fund, has launched a new campaign titled ‘Jaanoge Tabhi Toh Maanoge’.

The Indian mutual fund industry comprising 40 leading brands collectively manages only 2.5 per cent of Indian household savings. This industry offers a wide spectrum of investment solutions for investors who lack time or knowledge. Keeping this in mind, Birla Sun Life Mutual Fund launched ‘Jaanoge Tabhi Toh Maanoge’ investor awareness initiative targeted at current and potential investors. The basic idea is to create the right awareness and perception about mutual funds so that even a common man can understand and realise its potential as a powerful investment option.

The first of the three television commercials opens with three friends placing a meal order at a restaurant. The waiter notes the order and in his effort to please the customers promptly adds that he will get the order in two minutes. One of the friends is worried about this response and asks the waiter whether the food has been made yesterday as he can serve it so quickly. He then tells the waiter to take as much time as needed to get them food that is good and fresh. The narrator or the ‘sutradhar’ seated at the next table overhears this conversation and speaks to the viewers about how we believe that good food needs to be given time, whereas as we never apply the same when it comes to mutual funds, where we are always in a hurry for quick returns. The TVC closes with the protagonist highlighting the tagline, ‘Jaanoge Tabhi Toh Maanoge’, urging viewers to visit to understand the reality behind mutual funds.

Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group said, “‘Jaanoge Tabhi Toh Maanoge’ (JTTM) is yet another expression of our commitment to create self-realisation among mass India. More than investor awareness and education, JTTM is an investor empowerment programme that typifies the need of the hour. It provokes people to reach out and know the facts about mutual funds for themselves, because we believe that only self-realisation can create behavioural change.”

“What differentiates this awareness programme from others is that it will aggregate all its initiatives and investments behind a single and consistent leave-behind thought ‘Jaanoge Tabhi Toh Maanoge’. In empathy with the investor’s apathy with this category, it starts all conversations with a real-life truth that we all can relate to, and then extends the learnings from the real-life situation to a mutual fund barrier,” he added.

Conceptualised by JWT India, ‘Jaanoge Tabhi Toh Maanoge’ comprises a complete 360-degree communication mix for multi-channel and multi-screen visibility.

Kakar also said, “JTTM is not a mere campaign. It is a platform that we can own through time here after. The JTTM website which captures facets of mutual funds now becomes the hub that we will continue to enrich with a lot of informative nuggets, life facts and trivia to make it sticky with viewers. Every initiative we do hence will add to and further build this platform.”

The commercial drives viewer traffic to an interactive website developed by Leo Burnett’s Indigo Consulting that uses animated infographics to explain mutual fund concepts. This is supported with radio-spots across leading radio stations and RJ-led content innovation. It also includes on-ground activations, direct mailers across audience clusters and branding across BSLMF’s national network.

Has the ad created awareness?
Expert take

Naresh Gupta, Managing Partner, Bang in the Middle said, “Today, with the way stock market is going and with change in taxation structure, mutual funds need a new push with the consumers. It needs to bust many old myths, it needs to attract a new bunch of consumers, and needs investors who do not look up the NAV everyday and wonder about returns. More than the TVC, I like the entire plank. I like that the brand is trying to go beyond message and trying to impart some education to investors. Birla Sun Life is a better known insurance company; this communication I am sure will help them in expanding its footprint. It’s a generic insight, but when you want to attract first-time users, you need to be speaking the simple truths. BSL has done it well.”

Our take
The lack of awareness for investment in mutual funds has made people believe that mutual funds are risky and involve a lot of investment. Investors usually think that mutual funds generate quick returns; hence, there is a need for proper awareness and education. The ad is built on real-life insights that will help in connecting with the common man who is the target audience of the ad.

It will certainly break the age old myths in the investors mind. The ad very clearly gives out the message that mutual funds also take time to give good results just like good food takes time to get ready. It is a simple idea but the execution has been done well. The brand has successfully tapped the insight that self-realisation can create behavioural change. And this ad will surely help in tapping potential investors.

The website is user-friendly and interactive. It uses popular examples that investors can relate to with animated infographics to explain mutual fund concepts in a simpler manner. The website is visually appealing and has interactive elements like Mutual Fund Knowledge Quiz, The Knowing Game and Interesting Facts.

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