A 35-second television commercial tries to break the myth of quick returns in mutual funds.
Birla Sun Life Mutual Fund has launched its investor awareness initiative called ‘Jaanoge tabhi toh Maanoge’ (JTTM) through a 360 degree communication mix.
Besides creating awareness, the first campaign aims to break the myth that mutual funds are for quick returns, said the company.
The 35-second ad is set in a restaurant where the waiter is taking order from three people. After taking the order, the waiter claims that he’ll serve the order in two minutes. One of the characters in the ad then asks the waiter if the food has been prepared the previous day that the order would be served in two minutes. The person asks the waiter to take his time but make sure that the food is good. Another man sitting in a front table then tells viewers that just like food, you should give time for your investments to grow and not expect good returns quickly. He then asks viewers to log on to www.jaanotohmaano.com.
The television advertisement is created by JWT India. The first commercial went on air on November 11. The commercials are being aired mainly on general entertainment/movie channels including regional general entertainment channels and select news channels.
