ICICI Prudential Mutual Fund has released its customer awareness campaign ‘Where’s my money going?’ Abhijit Shah, Head of Marketing, Digital and Customer Experience at ICICI Prudential Mutual Fund, said, “Our investor education initiative is a wake-up call to get people thinking about the unseen factors nibbling away at their savings.”
“The campaign is about prompting a moment of realisation that there is a smarter way to handle money in a world where inflation never sleeps. It’s a question about the diminishing value of savings that is often missed by the young or unseasoned investor who works hard to save up money but which somehow never seems to grow enough.”
The campaign has been conceptualised by ICICI Prudential Mutual Fund and its creative agency, The Good Edge.
As part of the campaign, Posterscope India, the OOH (Out-of-Home) agency from dentsu India, conducted a social experiment by placing a digital kiosk in a mall atrium. The kiosk drew shoppers with the promise to get a year’s worth of interest by scanning a QR code. The
The QR code leads the audience to a staged-reality film that shows participants how their savings are silently consumed by inflation.
“We chose to engage through humour. The film offers a valuable insight into why an investor’s investment returns might not be living up to one’s expectations. We are just sparking that ‘aha’ moment,” said Shah.
“The question is simple but makes one think,” said Liron Samson, Creative Director at The Good Edge. “It translates the technicality of inflation into something that hits home for everyone.”
Speaking on the campaign, Imtiyaz Vilatra, Managing Director, Posterscope, said, “At Posterscope, our constant endeavour is to pioneer new and innovative concepts. Collaborating with ICICI Prudential Mutual Funds has allowed us to provide financial education with a relatable and engaging perspective. This campaign underscores the brand’s dedication to both financial literacy and innovation.”
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