By Our Staff

IDFC Mutual Fund just launched its first investor awareness campaign of the year – #PaisonKoRokoMat. The campaign is conceptualised and created by TBWA\India.

Added Gaurab Parija, Head – Sales & Marketing, IDFC 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.”

Said Parixit Bhattacharya, Managing Partner – Creative TBWA\India, Parixit Bhattacharya

“This has been a lot of fun to create. The narrative is distinctive and it needed oodles of craft to bring them to life which Ayappa and his team served delectably. We hope this makes people smile while reconsidering their choice of investments and tilt the conversation in favour of mutual funds. There are many more executions across channels under #PaisoKoRokoMat and we are excited to see what it does in the market.”

Added Govind Pandey, CEO of TBWA\India: “These ads charmingly nudge you to reevaluate your investment choices that you make almost by default.”

Said Sanju Ayappa from Early Man Films: “Really enjoyed working on these films for IDFC Mutual Fund. They are quite bold and unique for the category. Especially, the casting.”