Mahindra

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Making the Bluechip conversation simple and palatable to India at large

Making the Bluechip conversation simple and palatable to India at large

Background

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.

CHALLENGE

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.

INTENT

To explore a differentiated communication approach in a sea of sameness that exists around the BlueChip Mutual Fund category communication

INSIGHT

PRODUCT INSIGHT

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.

CONSUMER INSIGHT

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

CREATIVE APPROACH

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)

THE DEVICE

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!

RESULTs

  • 5M

    Organic Impressions

  • 54K

    Organic Video Views

  • Rs. 31Cr

    Total AUM Collected