Communicating in an FMCG style in the Mutual Fund category.
Conceived like a FMCG product the campaign aimed to create awareness about the evergreen Balanced Advantage Fund that gives freedom to consumers from market ups & downs. The campaign #ItsAutomatic stemmed from consumer research where 3 key audiences were identified viz. first time investor, market timer investor and long-term investor, the messaging was crafted in FMCG style so that it cuts across audiences with different levels of involvement in the financial markets.
The 3 videos in the campaign became great tool for sales to share it with the general public who find it difficult to invest in Mutual Fund. The product has seen double digit growth numbers from new set investors across cities.