Phase 3 of Birla Sun Life Mutual Fund campaign takes off

09 Sep,2014

By A Correspondent


Jaanoge Tabhi Toh Maanoge (JTTM) – the uniquely executed Investor Education Initiative from Birla Sun Life Asset Management Company Limited, a part of Aditya Birla Financial Services Group, and investment manager for Birla Sun Life Mutual Fund (BSLMF), entered Phase III with the launch of its third TV commercial which has broken across national television. Directed by Shimit Amin, the TVC is created by Taproot, Mumbai. The effort at this stage lies in showcasing the suitability of equity mutual funds as the asset class for wealth creation over the long term.



Ajay Kakar

Commenting on the choice of theme, Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group said, “As subject matter experts, we know the opportunity Indian equity mutual funds present to investors. The investor experience however seems to be marked either by their fear of volatility or expectation for short-term gain. Our objective this time around is to try point out how patience and long-term duration of investment can be key to fruitful returns in equity mutual funds.”


Chief Executive Officer, A. Balasubramanian, Birla Sun Life Asset Management Company added, “It is the need of every citizen to plan his financial goals for a better tomorrow. Our endeavour is to make investors realize that equity mutual fund is an asset class that demands investment discipline and long-term commitment so that they may make the most of this asset class to achieve their long-term aspirations.”


The objective of the latest campaign from Birla Sun Life Mutual Fund is to empower the viewers to self-realize the opportunity of investing in equity mutual funds. This has been brought about by addressing the investor’s anxiety over equity mutual funds by highlighting the fact that in the long run, equities have given better returns when given enough time.


Speaking about the campaign Pallavi Chakravarti, Creative Director, Taproot India said, “The Jaanoge Toh Maanoge initiative has always drawn parallels between mutual funds and real life. This time we needed investors to understand the merits of staying invested in equity mutual funds for a long period of time, because good returns are not an overnight phenomenon; which led us to the all-too-real life analogy of anxious parents. The kinds we see all around us, who expect miraculous things from their kids in very little time. Hopefully the film will tell parents and investors alike, in a light-hearted yet insightful way, that good results take time.”


The campaign stresses how investors need to be patient with equity mutual fund investments. The latest television commercial subtly mimics the unrealistic, short-term expectation of the investor by projecting a dedicated parent who expects a reputed Tuition Center to make his son a topper overnight. In doing so, the brand slips in the message how ‘Good Results Take Time’ by reiterating that spending time staying invested (letting your money grow over time) is much more important than timing the market (Entering and exiting the market to make a windfall)


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