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Dream big? ‘Kyon Nahi!’ says Bharti AXA Investment Managers new creative peg

30-August-2008
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Dream big? ‘Kyon Nahi!’ says Bharti AXA Investment Managers new creative peg

With a booming economy, India has started to dream big. However, with rising aspirations, financial uncertainties, too, have become a part of life. To help the common man tide over this problem requires an understanding financial enabler. This is exactly what Bharti AXA Investment Managers is trying to portray through a new campaign, which sports the tagline: ‘Kyon Nahi!’.

In the campaign, the company takes the role of an investment manager, thus encouraging people to fuel their ambitions. This thought translates into the communication campaign ‘Kyon Nahi’. This phrase encourages the investor to dream bigger and perfectly captures the optimism that the company is trying to imbibe in the investor.

Commenting on the campaign, Anil Nair, President, Law & Kenneth (India), the creative agency for Bharti AXA IM, said, “Advertising financial products has become equivalent to FMCG advertising today. There is a huge media clutter and every player tends to talk about his product USP and capitalises on the same. The outcome is a confused investor. So, to create differentiation we went back to basics and identified who we are talking to. The campaign addresses every individual who dreams in life and we said Bharti AXA IM will help you reach there by providing relevant investment solutions and challenged the same by saying ‘Kyon Nahi?’.”

Sandeep Dasgupta, CEO, Bharti AXA IM, said, “In this uncertain and volatile market scenario, the investor needs someone to lend confidence to their financial future. Bharti AXA Investment Managers is portrayed as a catalyst and takes on the role of a financial solution provider for an investor to achieve his financial goals.”

The 30-second TVC (with shorter edits of 20 seconds) showcases examples of the most common instances in life, from a young couple who wishes to buy a house of their own to someone wanting to own a luxury car. Bharti AXA Investment Managers, which brings together international expertise and local understanding, helps the investor transform these dreams into reality.

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