Client
Franklin Templeton Investments, India
Skills
Copywriting & Concepts
Brief
Mutual Funds were an alien concept for most people. The goal was to explain to a nation of billions, the benefits of investing in Mutual Funds.
Solution
We created The Marathon of Life Series, an international campaign that focused on the running culture. The idea was to show how the qualities required to be a good investor and a good marathon runner were similar in nature.
Execution
We chose multiple pivots, like:
Start Early
Step Up
Make a beginning
Have a goal
It's never too late
Stay Resilient
Power of Compound
No Risk. No Reward.
Diversify your efforts
Each video focused on one theme that directly made a connection with Mutual Funds and a real-life hero who helped people see the theme from their perspective.
This one was a marathon effort that saw us reach the finish line with applause and win multiple accolades for our resilience and persistence. The campaign had three editions, won a Shorty Award in New York and multiple other awards, and ran for three consecutive seasons. But more importantly, there was a visible spike in the number of people who started investing in Mutual Funds after this campaign was released.
Currently, this series is in its fourth season.
