Mumbai :On the occasion of Children’s Day, Reliance Mutual Fund rolled out a well-thought-out campaign ‘Chhoton Ke Bade Funde’, based on an insight – grown-ups can learn from kids many useful principles in life.
Children’s Day is one of those occasions that are generally celebrated through fun events, competitions, seminars and so on. Reliance Mutual Fund decided to commemorate the day with a difference. Hence, the brand along with its communications partner, J Walter Thompson Mumbai, gave rise to this interesting and insightful idea of Chhoton Ke Bade Funde. Which essentially stands for kids’ interesting fundamentals that can help us in many ways. Viz. taking care of our money, seeking right guidance in important matters and so on.
The idea was brought to life with the help of 3 cute and candid TVCs, followed by its digital extension and integration on radio. With #ChhotonKeBadeFunde, Reliance Mutual Fund asked netizens on Facebook and Twitter to share the learnings they have got from kids. At the same time, we sought participation from kids on social media and recognised the winners among them on radio. While the TVCs received appreciation from all corners, the campaign’s digital/radio extension saw enthusiastic participation – both by investors and kids.
Happy with the campaign’s success, Mr. Sandeep Walunj, Chief Marketing Officer – Reliance Mutual Fund, summarised, “Children don’t necessarily point it out every time, but they are very mindful of the inconsistencies in adult behaviour. We often preach certain things that we ourselves sometimes don’t follow. Reliance Mutual Fund and JWT teams thought of having some fun using this insight. We added the context of Money/Financial management to this insight, and the 3 bright kids brought the scripts to life, and how!”
Nandita Chalam, Senior Vice President & Executive Creative Director, J Walter Thompson Mumbai, added, “There’s a lot we can learn from our children. It’s this simple truth around which J. Walter Thompson has created its new Children’s Day campaign for Reliance Mutual Fund titled Chhoton Ke Bade Funde. Using humorous role reversals the films show adults being punished by their children for mistakes they have made in the handling of money or investments.”
Expert Film
Take Care Film
Party Film
Social Media impressions:
Total Views: 10,46,000
Total Engagement: 1,98,022
Total reach: 21,63,842
Total Impression: 3,90,081
Creative Credits
Campaign elements: Digital/ Social / Radio
Client: Reliance Mutual Fund
Director (of the film): Vinay Jaiswal
Production House: Kreative Wings
Creative Agency: J. Walter Thompson Mumbai
Account management:
Managing Partner: Rajesh Gangwani
Associate Vice President: Abhay Godbole
Account Director: Gaurav Bhagat
Sr. Account Executive: Hinal Somaiya
Creative Team:
Chief Creative Officer: Senthil Kumar
National Creative Director: Tista Sen
Senior Vice President and Executive Creative Director: Nandita Chalam
Associate Vice President and Senior Creative Director: Anagha Nigwekar
Creative Director: Abhishek Bondre
