|Brand||ADITYA BIRLA FINANCE|
|Product / Service||PROMOTER FUNDING SOLUTIONS|
|Entrant||M&C SAATCHI DIRECT AND DIGITAL Mumbai, INDIA|
|Entrant Company:||M&C SAATCHI DIRECT AND DIGITAL Mumbai, INDIA|
|DM/Advertising Agency:||M&C SAATCHI DIRECT AND DIGITAL Mumbai, INDIA|
|Ganapathy Ramachandran||M&C Saatchi Direct & Digital||Creative Head|
|Raghava Rao||M&C Saatchi Direct & Digital||Art Director|
|Sumantra Sengupta||M&C Saatchi Direct & Digital||CEO|
|Shashank Patwa||M&C Saatchi Direct & Digital||Account Director|
|Rini Mehta||M&C Saatchi Direct & Digital||Account Management|
|Prashant Raje||M&C Saatchi Direct & Digital||Head - Studio & Production|
|Deepak Agarwal||M&C Saatchi Direct & Digital||Creative Director|
|Garima Pugalia||M&C Saatchi Direct & Digital||Senior Copywriter|
Aditya Birla Promoter Funding Solutions is an offering that helps promoters get additional capital for business expansion. Usually, such needs are met by the promoters' existing financial partners. ABF would therefore never get a chance to present its case. The challenge was to get 375 busy promoters to call ABF and not have ABF knocking on shut doors.
This creative execution capitalised on the increasing popularity of art among older promoters. A masterful piece of art is impossible to ignore. And the intrigue to complete the set of 3 paintings proved to be compelling enough to solicit a call from the promoter.
We decided to send a triptych (a set of 3 individual paintings that together make for a larger integrated canvas). The catch only two sections of the triptych, that was sent, were paintings. The third was not a painting but a bare canvas with a call to action. Getting this busy promoter to call and demand his third painted canvas was our foot in the door!
The communication was sent to 375 Promoters. 25 of them responded, asking our executives to meet them with their proposed plan (a response rate of 6.67%). Due to the high value of loan proposals (a minimum of Rs. 2.5 Billion) Aditya Birla Finance is still in the process of closing these deals.