In a world where financial literacy is often overshadowed by the complexities of investment, ICICI Prudential Mutual Fund has taken a bold step with its latest campaign – #KisneKhaya. Spearheaded by Abhijit Shah, the head of marketing, digital, and customer experience at ICICI Prudential Mutual Fund, this initiative seeks to unravel the subtle erosion of savings caused by inflation, prompting investors to reevaluate their financial strategies.
#KisneKhaya Campaign Narrative
The heart of the campaign lies in a staged-reality film, a creative collaboration between ICICI’s creative agency, The Good Edge, and Posterscope India, the Out-of-Home (OOH) specialist agency from Dentsu India. The narrative unfolds around familiar symbols of savings – the piggy bank and the bank locker – both bearing a distinctive bite mark, forming a visual mnemonic that draws viewers into the story. A strategically placed QR code takes the audience on a journey to a revealing staged-reality film, showcasing how inflation silently devours savings.
Abhijit Shah’s perspective
Abhijit Shah emphasizes the campaign’s goal of enlightening the average investor, injecting humor to evoke a moment of realization. Shah states, “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 realization that there is a smarter way to handle money in a world where inflation never sleeps.”
The staged-reality film is a pivotal aspect of the #KisneKhaya campaign, depicting consumers ensnared by an investment opportunity only to discover the impact of inflation on their savings. It effectively exposes inflation as the quiet culprit stealing away hard-earned money. Liron Samson, creative director at The Good Edge, emphasizes the simplicity of the question posed in the campaign, translating the complexity of inflation into relatable terms for the average investor.
Also Read: Rupali Ganguly Partners with Aashirvaad for ‘Likh ke Le Lo’ Campaign
Imitiyaz Vilatra’s views
Imtiyaz Vilatra, managing director at Posterscope, commends the campaign’s innovative approach to financial education. He notes, “Collaborating with ICICI Prudential Mutual Funds has allowed us to provide financial education with a relatable and engaging perspective.” The campaign, according to Vilatra, underscores the brand’s dedication to both financial literacy and innovation.
Wrapping up
#KisneKhaya represents ICICI Prudential Mutual Fund’s commitment to democratizing investment knowledge. It advocates for informed decision-making, aiming to ensure sustained financial growth for all. The campaign serves as a beacon, guiding investors through the intricacies of inflation and encouraging a reevaluation of financial strategies in a world where financial challenges often go unnoticed. As the campaign unfolds, it not only demystifies the erosion of savings but also empowers individuals to make smarter choices in the ever-evolving landscape of personal finance.
