IDFC Mutual Funds #PaisonKoRokoMat campaign to amplify on OOH medium

IDFC Mutual Funds announced the launch of its latest pan-India investor awareness campaign #PaisonKoRokoMat, nudging savers to become investors. With this new campaign, IDFC Mutual Fund aims to shift the conversation regarding wealth creation from the traditional to the contemporary.

The 360-degree campaign has been conceptualised and created by TBWAIndia. The platform will be accelerated across Television, OOH, digital and social media.

“While India has an enviable savings culture, a large portion of our savings is still sitting idle in traditional investment vehicles. Many a times, savings stuck in such vehicles are not equipped to generate a corpus that can last a lifetime. With rising aspirations and standards of living, there is an opportunity for savers to upgrade their investment choices. Kapoor added that, "Our latest campaign #PaisonKoRokoMat deploys unique characterisation and an innovative storyboard to urge savers to overcome their inertia, and explore the smart and modern mutual fund vehicle for their investments”, said Vishal Kapoor, CEO – IDFC Asset Management Company Limited (AMC).

“The central thought of the campaign #PaisonKoRokoMat draws inspiration from our lives where inertia is an impediment to our growth and sometimes reflects in the way we allocate our money. What we are trying to bring out through the campaign is a subtle yet strong message of looking beyond the traditional ways of growing your money and using your goals to allocate your money across asset classes and investment solutions,” added Gaurab Parija, Head – Sales & Marketing, IDFC AMC.

 OOH Recall:

September last year, the brand has taken an initiative to roll out an OH exclusive campaign spread in 19 cities called ‘stay invested - #DateyRaho’. The magnitude of the campaign was spread across metro cities and non-metro cities aimed to raise awareness about the need to be vigilant both in terms of their health as well as regarding their investments.

The campaign was further amplified via social media.