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Mirum India bets on The Marathon of Life campaign for Cannes 2018

05-June-2018
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Mirum India bets on The Marathon of Life campaign for Cannes 2018

Mirum India is betting big on the Marathon of Life campaign for Cannes 2018. The campaign was for Franklin Templeton Investments and helped create immense visibility in terms of impressions, engagements and more on social media. On the same, Balaji Vaidyanathan, Deputy Head - Marketing, Franklin Templeton Investments says, “If you see the campaign and what you see other financial services brands have done, it’s mostly boring advertising. This campaign is unique for us as well as the industry. Our concept was clear and you will see we have not pushed the brand at all. It’s just connecting people through this unique messaging without in-your-face advertising.”

The campaign









The objective of the campaign was to communicate 6 essential qualities one requires to become a good investor. The challenge here was that finance related communication is deemed boring by an average consumer and most of the investor education communication formats are done to death.

The agency tapped into the insight that the qualities one requires to become a good marathon runner are also required to become a good investor.
The ever-growing running culture in India and the Tata Mumbai Marathon 2018 was leveraged as an opportunity.The agency identified 6 marathon runners who embody one of the qualities required to become a good investor.

By powerful storytelling and using a marathon as a metaphor, they communicated those values via engaging videos. They also encouraged viewers to share their own stories of grit and triumph along the same 6 themes. Using social listening, they engaged in one-to-one conversations with users to drive home the investment message. A special 'The Marathon of Life' booklet was created and circulated on-ground to mutual fund distributors and potential investors. Results achieved by theme: 66 mn+ impressions,

13 mn+ video views 10 mn+ engagements 2500+ one-to-one conversations between the brand and users. 250+ powerful stories by users and 64% increase in microsite visitors. The Marathon of Life' trended on Twitter. Globally at #14 and #3 in India.




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KARAN THAPAR & SHEKHAR GUPTA DISCUSS JOURNALISTIC ETHICS AT THE PRINT’S ‘OFF THE CUFF’ WOMEN ECONOMIC FORUM AWARDS 2018 RECOGNIZE WOMEN LEADERS OF THE DECADE THE 6TH EDITION OF IAA AWARDS RECOGNIZES THE WORK OF INDUSTRY PROFESSIONALS 11 INDUSTRY EXPERTS PRESENT  THEIR FAVOURITE DIGITAL CASE STUDIES @AD CLUB’S ‘D-CODE BUSINESSWORLD LAUNCHES 14TH EDITION OF MARKETING WHITEBOOK IN MUMBAI INDUSTRY VETERANS CHEER AS ADMAN AMBI PARAMESWARAN LAUNCHES NEW BOOK SPONG AAAI HONOURS VETERAN ADMAN RAM SEHGAL WITH THE 2018 LIFETIME ACHIEVEMENT AWAR PITCH TOP 50 BRANDS 2018 AWARDS COMPANIES WITH BEST MARKETING PRACTICES TEAM BBDO ORGANIZES AJAI JHALA’S FAREWELL WITH FRIENDS & ASSOCIATES 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

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Gunn comes to BBDO India via DDB Mudra and Colenso BBDO.