Mumbai: Hotstuff, a Mumbai based creative agency took the leap with B2B campaigns for its insurance clients, using music as product walkthroughs and then started using the songs for Mutual Fund companies, to explain extremely technical matter in the most “infotaining” manner.
According to Arun Fernandes, CEO, ”The world of financial advertising is not just heavily regulated but also laden with numbers, infographics, price points and technicalities. For years, creative agencies have struggled to find a balance between emotion, humour, entertainment and information, in this category. We didn’t just want to make songs that entertain but wanted to use music as a new form of pitching financial products and educating investors, like never before.”
The team received acclaim with its SIP HOP anthem for ICICI Prudential Mutual Funds and the series of Tax Raps for SBI General Insurance, one of which featured the entire Core Leadership Team of the company in the music video. The team went all out in early 2020 with the Bima Hai Zaroori campaign, featuring Javed Jaffrey as they worked with Ad Guru & film maker Prahlad Kakar to create insurance awareness using 70s Bollywood Films and Music as the great connector.
Very recently, the hotstuff Group launched Tattva World, a dedicated investor education platform where they produce offbeat shows and original content. Here too, music has played an important role – The ELSS Rap feat. rapper 1080g, was widely acclaimed with over 1.61 lakh views, as investors were given a crash course on saving taxes through mutual funds, in the funkiest way possible.
The latest on the list of catchy tunes from hotstuff is the Mother’s Day song for UTI Mutual Fund that seeks to pay tribute to a mother’s lessons that shapes better investors. With a list of jingles and anthems, along with a host of music videos and a complete music webseries for investors in the making, it seems like hotstuff is all set to turn up the volume in the months to come.
Speaking on this Prahlad added “In India our moto in advertising has always been – better then saying merely saying it, to actually singing it! Then the message reaches the heart rather than only the mind! Hotstuff is one of the few agencies that I have worked with recently who is very strong in this belief of singing their message! Their creative is full of musicians, and they really think outside the box! Not only do we have a great time executing the films but it works fabulously for the brand!”