ICICI Prudential's new TVC stresses progress

ICICI Prudential Mutual Fund has unveiled its new brand campaign to push mutual funds as an intrinsic and essential part of financial inclusion that facilitates wealth creation and progress. Titled ‘Tarraki Karein’, the campaign aims to create a brand connect with the investors and bridge the awareness gap that exists about the mutual fund industry in India.

Said Nipun Kaushal, head – marketing, ICICI Prudential, “Today, as we see our country poised to take a quantum leap towards progress, we realize that the mutual fund category can serve as a catalyst to trigger an individual's progress. However, in doing so, we sense a need to make the category more relevant to our end investors. With the launch of our brand campaign - we reinforce the power that every investor holds in his hands - the choice to make the right decision for his own progress.”

With this campaign, ICICI Prudential Mutual Fund attempts to break away from the traditional way of mutual fund advertising. “In the past, campaigns would stress on their past performance or do lip service to the dated concepts of ‘peace of mind’ and ‘financial freedom’. While these concepts are still relevant for all financial brands, they’ve also been spread thin over a number of years now,” said Kaushal. “We focused more on what a long-term mutual fund can do for our customers. And translate this benefit into something that customers will understand, appreciate and find engaging.”

Built around the creative concept, “Be your own boss”, the campaign also introduces a signature line, ‘Tarakki Karein’, for the brand that will run across the brand/product communication – thus reinforcing the brand values across product communication as well.

WATCH TVC NOW.

Said Amer Jaleel, executive creative director, Lowe Lintas, “The creative idea of ‘you are your boss’ stems from the brand idea of ‘progressing on your terms’. In the TVC, the protagonist does a mono-play, where he performs a dual role, juggling between the characters of a boss and a husband at the same time.”