Franklin Templeton Investments has just launched an investor education initiative across media. Conceptualized by Soho Square, Mumbai, the campaign is being released on TV and the digital medium with a round of press also planned. Timed to release during the India-Pakistan match at the Asia Cup, this campaign is positioned to talk to all those looking for an entry into the world of investments. Since this period also coincides with the Union Budget, it is expected that the ad will catch consumers in an apt frame of mind.
Juzer Tambawalla, Vice President and Head – Marketing & Communication, Franklin Templeton Mutual Fund: The objective of this campaign is to position the concept of Systematic Investment Plans (SIPs) as an affordable yet attractive investment solution for the retail consumer. An SIP is the first step to investing in Mutual Funds and given that one can start with as little as Rs. 500 a month, it’s almost the cost of 2 movie tickets.
Anuraag Khandelwal, Executive Creative Director and Creative Head, Soho Square Mumbai: Each one of us knows the pain that EMIs bring at the start of every month. By positioning SIP like a Good EMI, we are pitching it as an EMI that ultimately comes back to you. This is why unlike other EMIs, this is one EMI that you’ll gladly pay for with a smile. The film is made in a way that’ll make you go, 'Yeah, this is exactly what happens to me’.
The campaign dramatizes this aspect and presents SIP as #TheGoodEMI which one can look forward to as an investment, not an instalment. This is a different way from the 'Happy families' or 'plan for the future' type of commercials, typical to this category.
The film is a dramatization of what happens to a regular middle-class working man on the first of every month. After a long day at work, he gets an SMS that says the words he’s been waiting for, all month: ‘Salary Credited’. He then checks his wallet as it is now flush with cash and that brings joy to his face. Unfortunately for him, his joy is short-lived as a huge crowd of EMI-collectors descend on him like a pack of hungry wolves. We then go into an action-movie mode, as the poor guy is chased by ‘Phone EMI’, ‘Personal loan EMI’ and ‘Car EMI’. With each EMI that hits, the guy loses more and more cash until he lands on the ground having lost most of his salary to these people. The only man helping him is the SIP guy, and the protagonist gladly pays his ‘Good EMI’ with a smile, knowing that this is an investment not another instalment!
Agency: Soho Square, Mumbai
Head of Office: Samrat Bedi
Executive Creative Director and Creative Head: Anuraag Khandelwal
Executive Creative Director and Creative Head: Satish deSa
Creative Director: Manu Gupta
Creative Controller: Pratik Kamat
Senior Vice President: Mohit Ahuja
Account Director: Neville Suraliwala
Account Supervisor: Selvam Somasundaram
Senior Vice President: Shashank Lanjekar
Film Supervisor: Shagun Dharia
Client: Franklin Templeton Investments
Vice President and Head – Marketing & Communication: Juzer Tambawalla
Assistant Vice President – Marketing & Communication: Balaji Vaidyanathan
Assistant Manager – Marketing & Communication: Anuradha Bhandari
Production House: Story-tellers
Director: Aakash Bhatia
Producer: Zina Khan
Post Producer: Prasad Shetty