BFSI
Chhoti Savings, Bade Dreams
Bajaj Finserv, India’s leading NBFC, was set to make a business marketing campaign for Mutual Funds, with a focus on SIP investments. To begin with, Mutual Funds as a financial product are not easy to explain or understand. To add on, the usefulness of SIP investments over a long period needed to be demonstrated in real-life terms, and not merely told.
Challenge
To effectively highlight the benefits of SIP investments in Mutual Funds for India’s Tier-2 and Tier-3 audiences.
Our Approach
We wanted to simplify a complex topic like mutual funds through vintage children’s stories.
Solution
We recreated a series of children’s fables, accompanied by minimal yet striking line art.
Bajaj Finserv, India’s leading NBFC, was set to make a business marketing campaign for Mutual Funds, with a focus on SIP investments. To begin with, Mutual Funds as a financial product are not easy to explain or understand. To add on, the usefulness of SIP investments over a long period needed to be demonstrated in real-life terms, and not merely told.
Challenge
To effectively highlight the benefits of SIP investments in Mutual Funds for India’s Tier-2 and Tier-3 audiences.
Our Approach
We wanted to simplify a complex topic like mutual funds through vintage children’s stories.
Solution
We wanted to simplify a complex topic like mutual funds through vintage children’s stories.
We came up with the perfect hashtag
An idea began to formulate of integrating the concept of SIP investments with fulfilling one’s long-term dreams. By juxtaposing the fact that SIP investments are small amounts, and one’s long-term goals are big dreams, we landed on a hashtag that perfectly captured the campaign message: #ChhotiSIPBadeDream
The campaign instantly became much clearer: If you invest in small amounts every month, you will fulfill all your big dreams—whether it was buying your dream car, purchasing a family home, paying for your child’s education, planning your daughter’s marriage, or even an early retirement.
We came up with the perfect hashtag
An idea began to formulate of integrating the concept of SIP investments with fulfilling one’s long-term dreams. By juxtaposing the fact that SIP investments are small amounts, and one’s long-term goals are big dreams, we landed on a hashtag that perfectly captured the campaign message: #ChhotiSIPBadeDream
The campaign instantly became much clearer: If you invest in small amounts every month, you will fulfill all your big dreams—whether it was buying your dream car, purchasing a family home, paying for your child’s education, planning your daughter’s marriage, or even an early retirement.
Striking line-art visuals and a poetic approach made the campaign memorable
Accompanied by minimal, yet striking line-art to illustrate vintage children’s stories, we designed creatives that were simple and clearly wove the campaign message into stories. We also adopted a poetic approach to the copy to fit the theme of old fables. The campaign, supported by additional sustenance posts, further amplified the messaging that the pre-buzz and launch created.
Backed by a brilliant PPC campaign across the Google Display Network, Facebook, Instagram, and YouTube channels, we garnered significant traction that led to strong results in terms of impressions and conversions alike.
Campaign Success
The campaign’s creative simplicity played a key role in its overall success, making it a standout campaign in Fifth Estate’s portfolio.
Campaign Success
The campaign’s creative simplicity played a key role in its overall success, making it a standout campaign in Fifth Estate’s portfolio.
