BACKGROUND
Motilal Oswal Mutual Fund is a recent entrant in the mutual fund space. The
previous campaign introduced Motilal Oswal Mutual Fund to investors with an
objective of getting into their consideration set,
While we continue to be a challenger brand, we needed a
campaign that builds preference for our mutual fund
The objective of this TVC is to give a reason why people
should invest in Motilal Oswal Mutual Fund. The executional mandatory is to use
the brand idea ‘sirf ek sawaal…’ as part of the film so that there is an
overall connection to the previous campaign.
BRIEF – Ki aur Ka
“KITNA” aur “KAISE”
Investors look at mutual funds in general and equity mutual
funds in particular to help money grow. However, while these same people
question the rationale behind any and every promise made to them in life ; when
it comes to investing they have to be satisfied with just a pitch around
historical returns(even though we know it’s no indicator of future
performance). Hence typical MF pitches revolve around Returns ie “ Kitna”
– Kitna zyaada, Kitni Jaldi, Kitna Asaan etc.
We are perhaps the only mutual fund that not only has a
track record; but also has a process to create wealth
ie-We Buy Right through our QGLP methodology and have the experience/discipline
honed over years in the markets to hold onto these stocks through their
growth cycle.
Hence the campaign aims to influence peoples
evaluation criterion when selecting an equity mutual fund to not just ‘Kitna’
performance but also ‘Kaise’ aaya performance
So the next time someone suggests you buy a mutual fund to
create wealth ask ek aur sawaal – “Kaise”?
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