Mumbai, India – IDFC Mutual Fund, finance company based in India, has launched a new investor awareness campaign themed #InvestmentMeinNoEmotion that delivers the message of disciplined investing in the face of market volatility. The campaign highlights the Balanced Advantage Fund category as a potential solution to control the behavioral dilemma. This was done in collaboration with creative agency TBWA \ India.
A Balanced Advantage Fund is a hybrid fund that invests in both debt and equity markets, adopting a dynamic asset allocation strategy that can actively rebalance the portfolio depending on the market.
The campaign composes of two short videos, titled ‘Chef’ and ‘Shiromani’, that highlights a chef and a musician, who unintentionally reveal embarrassing information about the inspiration behind their ‘talent’ while being swayed by their emotions, offering the viewer a chuckle while triggering an introspection. The campaign conveys the message of getting carried away by emotion when dealing with key professional situations. The short films are a metaphor for investing hard-earned money with too much emotion like anger, joy, agitation, and greed.
Speaking about the campaign, famous Bollywood director Sagard Ballary, who directed the films, stated that the creative team chose humor as an expression to convey the idea which always works when you have to get a point across, especially one as complicated as investing.
‘’Nobody likes to be preached to. Subtle thoughts implanted while you are laughing always works – so my challenge was to create memorable characters that everybody could relate to and situations and expressions that the viewer would identify with,’’ shared Ballary.
Meanwhile, Vishal Kapoor, CEO of IDFC Asset Management Company Limited, commented, “It is only human to be emotional, whether it is anger, joy, fear or greed. However, avoiding these can help with better investment outcomes. For many investors, the fear of missing out or the greed of supernormal returns can override sensible investment decision-making. A Balanced Advantage Fund, through its dynamic allocation to equities and debt based on market conditions, can provide stability and better risk-adjusted returns over the long term.’’
The campaign was produced by Bolt, a division of Omnicom group, to which TBWA belongs.
The #InvestmentMeinNoEmotionshort films will be rolling out across different media platforms namely television, digital and social media, as well as a series of innovative creatives through outdoor media including hoardings across 15 cities that will create additional visibility.
