Mumbai: Birla Sun Life Mutual Fund launched its latest TV commercial, ‘Active Account’ which breaks across national television today. BSLMF Active Account is a Liquid Fund based mobile application which could help investors earn from their surplus savings.
“Our attempt is to awaken Indians to this realization, and provoke them to make the right saving choices. With Active Account, consumers can now use the power of technology to activate money with a single swipe.” said Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group.
Speaking about the campaign Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu said, “In this commercial, we’ve used India’s other favorite activity – protesting – in an interesting way, to drive home the message that the days of “lazy money” are numbered. Because the Active Account is not yet another app, it’s a revolutionary tool.”
The film opens at a graffiti wall, with a fist raised in defiance. We see a man along with the crowd saying, “Enough is enough” with determination. We then see a man getting off a tram in a hurry who says “Account mein paison ka pade rehna nahi chalega”. The TVC slowly builds up giving a sense that everybody is against something and it needs a revolution. Next we see a working professional stepping out of a glass door saying “Paison ka aalas nahi chalega!” It then moves to a woman walking out of her house and saying firmly, “It’s time for a revolution.” The sentiment amongst people heats up and we see a man and woman passing by a police van saying, “It’s time to wake up your account. India badlega!” Next we see a man looking down from his balcony at a van full of people passing by. He turns towards the camera and says “Aaj se, Abhi se, Issi waqt!” He then sits on a chair engrossed in his mobile phone and says, “Ek minute, app download ho raha hai.” We now see a man walking towards India Gate, asking “Aapko kya laga, morcha nikalenge? Usse kya hoga?” Next scene we see a man standing at a bridge looking into the camera saying, “Kuch hoga, tho ek swipe se hoga”. We see the India Gate man again telling us “Ab account mein pasein pade nahi rehenge. Paison ka alas band.” and snaps his finger indicating how easy it is with a swipe and nothing will happen with a ‘Morcha’. He then urges viewers to download the Active Account App from Birla Sun Life Mutual Funds.
Directed by Shimit Amin, the ‘Active Account’ campaign is created by Team Taproot Dentsu, led by Umesh Shrikhande, Agnello Dias, Santosh Padhi, Pallavi Chakravarti and Neeraj Kanitkar. Red Ice Films is the Production House, and Lisa D’Costa, Executive Producer. The digital elements are managed by Foxy Moron, Mumbai.
