Home >> Advertising >> Article

Franklin Templeton targets the cautious investor

09-November-2002
Font Size   16
Franklin Templeton targets the cautious investor

If you tend to be an overly cautious person whose investment strategy is likewise, then the Franklin India Bluechip Fund is for you. In a series of ads Franklin Templeton Investments', exhorts the overcautious investor to invest in the Bluechip Fund for its attractive growth potential and reduced risk.

The campaign, launched about two weeks ago, comprises four print ads in leading national dailies in 15 cities, outdoor, online ads, an e-mail campaign, radio spots and a microsite on the Franklin Templeton Web site. The communication is targeted at investors who have become cautious about investing in equities, but still desire its benefit of long-term growth potential.

According to company source, the focus of the campaign is to target set of investors who have burned their fingers, and have a portfolio, which is overtly skewed towards fixed income products. The Bluechip Fund manages assets of around Rs 333 crore and has a base of 76,000 investors. It claims to choose companies with consistent track records and attractive growth potential, and to invest across multiple sectors to reduce risk.

The campaign was created by Contract Advertising, which has handled the account for about two years. The print ads have large visuals: one of a man on a beach headed for a swim with several lifebelts, and another of a man sleeping alongside several alarm clocks. Yet another shows people venturing out with several umbrellas. The copy spells out the merits of the fund in simple language. The headline reads: "Overcautious? Invest in Franklin India Bluechip Fund."

The campaign is based on the penchant for playing it safe, which is now the general mindset of the retail investor. The agency sought to combine the sharpness of the proposition with a tone that is simple, relatable and friendly.

Since Franklin Templeton acquired the Pioneer ITI Mutual Fund earlier this year, its communication has changed significantly, said industry observers. While earlier advertising tended to be heavily "technical" and for the company itself, it is now more consumer-friendly and, fund-specific. Advertising for mutual funds, on the whole, has grown over the last few years as the number of products on offer has increased, as also awareness among consumers. With more products, there is a clear need for differentiation, which is being reflected in the advertising.

Franklin Templeton Investments India has 34 locations nationwide and manages over Rs 8,175 crore in assets. It offers 34 products and has an investor base of close to 9 lakh.

Tags e4m

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

By acquiring 21st Century Fox, Disney will have an immensely powerful content portfolio, adding to an already impressive assemblage which includes Marvel, Pixar and Lucasfilm.

The company’s revenue dropped by 7 per cent at Rs 542.3 crore

With a plethora of books on the marketing and advertising arena being unveiled, the biggest reason this one shines is for the brutal candour with which it is told