Title | ASTRONAUTS |
Brand | IDFC MUTUAL FUND |
Product / Service | MUTUAL FUNDS |
Category | A05. Consumer Services / Business to Business |
Entrant | TBWA\INDIA Mumbai, INDIA |
Idea Creation | TBWA\INDIA Mumbai, INDIA |
Production | TBWA\INDIA Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Parixit Bhattacharya | TBWA India | Creative Director |
Sourabh Pathak | TBWA India | Writer |
A makeshift, tent office of a space company is seen in the middle of nowhere. An old astronaut, who was in the space for 30 years is back on earth. His boss / colleague gives him a salary cheque for the last 30 years, along with an advise to deposit this money in an account. The old astronaut is shocked and cannot believe that he is giving him an advise to invest like the old ways. And hence even asks others, “was he lost in space as well?”
Investing in fixed deposits is the most popular investment habit. We needed to create dissonance in the minds of this risk averse investor who blindly parks their money in FDs. An outdated method of investing that keeps their money stranded for years. IDFC Mutual Funds' #PaisoKoRokoMat (Don't stop your money) campaign was a call to action. A tongue-in-cheek investor awareness campaign, it underlines the fact there are dynamic, modern ways to invest your money than to deposit it someplace "good". It highlights the classic error made by a country of savers that doesn't allow money to grow to its full potential. What makes the 2-film campaign memorable is the eccentric cast of characters bringing unexpected stories to life. Offering a third person perspective that makes the viewer chuckle while at the same time making them question their own unchanging attitude towards money.