TBWA\India and Bombay Design Centre launch digital campaign for IDFC Mutual Fund to inspire Indians to have desire and be rich at heart

A digital campaign created for IDFC Mutual Fund aims to raise awareness of the mutual fund category as well as IDFC Mutual Fund, through a unique web experience. The campaign, co-created by TBWA\India and Bombay Design Centre, has just launched and has been trending at No.1 across India.

The web experience allows the user, to create a video of the inspiring collection of things closest to your heart. Based on your responses to questions – do something you have been wanting to do forever, visit somewhere your heart yearns to go, experience that once in a lifetime feeling, see what you’ve never seen before, own something that makes you happy and something you love truly, madly. In just a few seconds your own personalised video of things closest to your heart is created – one can share with family and friends via social media and by email.

Mutual funds across India have a very low penetration rate of just 5%; meaning 95% of Indians are not aware of the transformative power of mutual fund investments. This campaign is aimed at increasing the relevance of mutual fund as a product category of choice when it comes to saving and investing.

The campaign targets anyone, across age, gender and demographic, who has a dream and the desire to start investing their money to make it real.

Rishi Kakar, Director – Marketing, IDFC Mutual Fund, says, “When we make our dreams come true, it gives us great joy. “Dil Ke Ameer” are the people who recognise this and call their dream a plan. They plan their life (both, time and finances), tailoring it towards making these joys real for themselves and their loved ones.” IDFC Mutual Fund can help plan savings and investments for people who wish to take charge of their lives and work towards their dreams.”

Commenting further on the campaign, Parixit Bhattacharya, Chief Creative Officer, TBWA\ India said, “It is the heart that makes a person rich. And money is best spent when it serves our heart. The message seems to be resonating with people. Over 8500 videos have been created already. I hope more people use their money smartly to be able to do things that make them happy. After all, happy is the new rich.”

Ankur Rander, Creative Director, Bombay Design Centre says,  “The insight was beautifully crafted into a highly engaging and rewarding experience – through design, copy and code across all devices and mediums. The personalised digital piece enables user stories and conversation and has attracted over 45000 unique visitors so far, with an average engagement time of over 3 minutes.” 

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Senior Manager Digital Marketing: Shwetal Mehta