Soho Square Mumbai uses cricket to educate investors on Mutual Funds for Franklin Templeton

Soho Square Mumbai, with a little help from cricket, has conceptualised a recent initiative for Franklin Templeton to educate investors to understand Mutual Funds a little better. The campaign attempts to demystify Mutual Funds jargon using simple analogies from cricket.

Headlines include, “A run a ball to reach your target. Like investing systematically in Mutual Funds.” and “Play defensive, or hit big. Like selecting Mutual Funds based on your risk preference.”

Creative Heads and Executive Creative Directors, Anuraag Khandelwal and Satish deSa said, “Indians love cricket, and understand the subtleties of the sport however technical they may be. We simply took this passionate knowledge of the game, and appropriated it to explain a few Mutual Fund concepts. We worked on the premise – if you understand cricket, you can understand Mutual Funds.”

After winning the account earlier this year in a multi-agency pitch, this is Soho Square, Mumbai’s first national campaign for Franklin Templeton.

In the first phase, the campaign is being manifested as OOH across 41 cities. This will be followed by a digital and print release; the campaign will run through the month of December, 2013.

Credits – Head of office – Samrat Bedi. Executive Directors and Creative Head: Anuraag khandelwal, Satish Desa. Creatives: Anuraag khandelwal, Satish Desa, Albert Barton, Manu Gupta, Sameer Murudkar. Account Management: Mohit Ahuja, Debanjali Sen, Venus Kapadia. Account planning: Shashank Lanjekar.