Mahindra Mutual Fund was launched in 2016 with a special focus on semi-urban rural markets. Over the two years, they have launched a number of schemes targeted at diverse sets of audiences in sync with the aspiration shade card and risk appetite.
The AMC launched a new fund - Mahindra Pragati Bluechip Yojana - large-cap equity fund which invests only in the top 100 companies.
When it comes to BlueChip funds the common repetitive communication theme across the category was focused on the dependability of large caps and the word 'bluechip' The communication primarily leveraged the populariy of the top 100 companies to showcase reliability.
To explore a differentiated communication approach in a sea of sameness that exists around the BlueChip Mutual Fund category communication
BlueChip funds exhibit certain characteristics that are unique to them -
Safest bet when it comes to equity investments
Trustworthy companies, Time tested proven track record
Relatively less volatile than mid-cap and small-cap funds
These make large-cap funds a dependable bet when it comes to equity funds as they can weather economic downturns. For a new investor, it is the ideal entry fund into equity-based investments.
Talking to the semi-urban rural consumer is unique as it demands simplicity and relatability especially when communicating financial products. To ensure relevance to the larger mass, requires the communication to fit seamlessly into colloquial parlance
Taking of from the product insight
WHAT IS YOUR INVESTMENT PORTFOLIO WITHOUT A BLUECHIP FUND?
A portfolio without a bluechip fund is incomplete.
Taking off from the consumer insight
Making it relatable and seamlessly fit in everyday communication parlance -
THE ARTICULATION -
Positioning Bluechip funds as a must have with BLUECHIP TOH BANTA HAIN
Banta Hain originates from the local parlance cuing 'have to' (essential, important, pertinent, unavoidable)
A narrative that is understood by everyone and relates to the everyday positioning bluechip as an imminent must have in your investment portfolio.
Assimilating all must-haves in everyday life, of elements that are quintessential to the latter's existence. What is a milkshake without milk, what is food without salt, what is gold without the glitter?
Creating a relatable juxtaposition of these everyday must-haves with bluechip as a must-have in your portfolio allowed for simplification of thought and evoke the critical question - Why is BlueChip a must have? while lending massive conversational currency for the distributors to leverage.
Bluechip Toh Banta Hai
|Shehar Main Sadak|
|Sone Main Chamak|
|Daal Main Tadka|
|Sui Main Dhaaga|
|Angoothi Main Heera|
|Salad Main Kheera|
|Darwaze Main Kundi|
|Sweater During Thandi|
|Birthday Main Cake|
|Milk In Milkshake|
|Lamp Main Bulb|
|Mango Main Pulp|
|Har Kahani Ka Jaise Ek Hero Toh Banta Hai|
|Vese Hi Apke Pragati Ke Liye Bluechip Toh Banta Hai!|
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