TRIPTYCH

TitleTRIPTYCH
BrandADITYA BIRLA FINANCE
Product / ServicePROMOTER FUNDING SOLUTIONS
CategoryA01. Mailings
EntrantM&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

Credits

Name Company Position
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

The Brief

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.

Creative Execution

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.

Describe the creative solution to the brief/objective.

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!

Results

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.