Aditya Birla Sun Life Mutual Fund has rolled out a campaign '#3in1TohInvestmentDone’ (when it's 3-in-1 the investment is done), to highlight its 'multi-asset allocation fund' offerings to navigate market turbulence.
Conceptualised by Dentsu Creative, the film centres around three friends who consistently support each other across various circumstances, mirroring the essence of the 'multi asset allocation fund’. It aims to effectively emphasise the benefits of diversifying one's portfolio by investing in a single fund, offering exposure to three key asset classes: equity, debt, and gold.
Darshana Shah, head of marketing and CX, Aditya Birla Capital, said, “At Aditya Birla Capital, our aim has always been to simplify people's financial needs while presenting a compelling story. With this investor education campaign, we wanted to highlight the importance of portfolio diversification in managing market volatility and risks. We aimed to showcase how investing in a 3-in-1 'Multi Asset Allocation Fund' can provide the advantages of three asset classes - Equity, Debt, and Gold - combined, offering potential growth and stability. This film aims to raise awareness about the benefits of investing in a versatile fund like this and starting your financial journey with us.”
Ajeet Shukla, group executive creative director, West, Dentsu Creative India, added, "We didn't have to search far and wide to crack this piece, and as always, our focus was to create a device that would make the film a memorable story. We are pleased to have achieved delightful dimensions and sweet textures to the story by incorporating a musical jingle, children as characters, and their adorable performances."
CREDITS:
Client: Aditya Birla Capital
Business: Aditya Birla Sun Life Mutual Fund
Head - marketing and customer experience, Aditya Birla Capital: Darshana Shah
Head - business enablement and marketing, Aditya Birla Sun Life AMC: Sidharth Damani
Brand head, Aditya Birla Capital: Mahadev Srivatsa
Head - customer affinity and offline acquisition, Aditya Birla Sun Life AMC: Shivakumar Kannan
Deputy chief manager - product Marketing, Aditya Birla Sun Life AMC: Gaurav Mohta
Senior manager marketing, Aditya Birla Capital: Naman Shrivastava
Agency: Dentsu Creative India
Chief executive officer: Amit Wadhwa
Chief strategy officer: Sumeer Mathur
President: Indrajeet Mookherjee
Chief creative officer, creative experience, West: Aalap Desai
Group executive creative director: Ajeet Shukla
Vice president: Amit Murthy
Senior account director: Hemant Joshi
Brand strategy director: Chinmay Karandikar
Brand strategy manager: Gurkiran Shahi
Creative director: Rutul Mistry
Associate creative director: Palak Mehrotra
Art directors: Niraj Sahani, Aswarag K, Gladius Augustin
Head of films, Dentsu Creative: Suprotim Day
Vice president, video strategy and production: Taj Ali
Senior agency producer: Kriti khandelwal
Agency producer: Chitiz Shandilya
Production house: Roger that production
Director: Parikshit Vaidya
Associate producer: Prasanna Bhende
Producer: Kimaya Bhende
DOP: Rakesh Singh
Music director: Ramil Ganjoo