Birla Sun Life Mutual Fund has launched its third TV commercial under its investor awareness campaign called Jaanoge Tabhi Toh Maanoge (JTTM). The advertisement highlights the importance of equity mutual funds for long term wealth creation, says a press release issued by the company.
The press release said, “The campaign stresses how investors need to be patient with equity mutual fund investments. The latest television commercial mimics the unrealistic, short-term expectation of the investor by projecting a dedicated parent who expects a reputed Tuition Center to make his son a topper overnight. In doing so, the brand slips in the message how ‘Good Results Take Time’ by reiterating that spending time staying invested (letting your money grow over time) is much more important than timing the market.”
The TVC opens with a man walking purposefully down the road firmly holding onto a small boy in tow. He seems visibly upset while the child is lost in a world of his own. At this moment, the narrator says, “Today, Mr. Mehra’s son failed in mathematics”. We now see Mr Mehra along with his son march right into a Tuition Centre, as the narrator continues, “Which is why, he went straight to the best tuition teacher in town” and while getting his son registered at the Tuition Centre said, “So my son will top from tomorrow onwards right?” Hearing this expectation from the father, both the teacher and the child are taken aback and look at the father wide-eyed. The film then cuts to the narrator, who is sitting on the one of the benches of the tuition center. He then tells the viewers, “Even you will agree that one does not get results this fast, but if I tell you the same thing about equity mutual funds, will you agree?” He then urges the viewer to give enough time to their equity mutual fund investments to grow.
In the press release, Ajay Kakar, Chief Marketing Officer - Financial Services, Aditya Birla Group said, “As subject matter experts, we know the opportunity Indian equity mutual funds present to investors. The investor experience however seems to be marked either by their fear of volatility or expectation for short-term gain. Our objective this time around is to try point out how patience and long-term duration of investment can be key to fruitful returns in equity mutual funds.”
A Balasubramanian, Chief Executive Officer, Birla Sun Life MF said, “It is the need of every citizen to plan his financial goals for a better tomorrow. Our endeavour is to make investors realize that equity mutual fund is an asset class that demands investment discipline and long-term commitment so that they may make the most of this asset class to achieve their long-term aspirations.”
To watch this advertisement click here.
