ICICI Prudential Mutual Fund has launched its Diwali campaign to educate people about mutual funds and promote it as the new avenue for savings. Diwali is special in many ways in India — new clothes, decorations, and special food – but the highlight of the festival undoubtedly is the Diwali bonus. The campaign film takes from this thought.
The campaign shows a house help – Ramu Kaka – is disappointed in getting the same amount of Diwali bonus every year from his employer, Ramesh. He asks his employer if he invests in mutual funds and explains the benefits of investing across various available mutual fund options. Ramu Kaka also points out how his other employer invests in mutual funds and can give him expensive shoes as a Diwali bonus. He also suggests that if Ramesh had invested in mutual funds, he would have earned good returns and in turn would have been able to give him a higher bonus.
Abhijit Shah, Head Marketing, Digital and Customer Experience, ICICI Prudential AMC, said,“Indians are known for their savings habit; however, this habit does not create wealth forthem. This Diwali, our focus is to bring a shift in the savings habit to that of investing, thus creating wealth over the long term. Through this campaign, we intend to spread more awareness about the importance of investing among those who do not invest in mutual funds. We aim to nudge people to invest in mutual funds to generate better returns on their hard-earned money.”
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