Aditya Birla Mutual Funds - FWB

Youngsters today are more attracted to quick gratifications and easy investments with higher ROI. NFTs, stocks are some options youngsters are choosing over stable investment options. With this challenge at hand, Aditya Birla Mutual Funds wanted to speak about their SIP that lucrative returns.
Mutual Funds are often seen as a boring concept to speak about. With the SIP market cluttered with communication asking people to invest in SIP because it is safe/rewarding are plenty. To break out of this clutter and to be relatable to people, it was important to speak to them in their language. The younger generation, today, is more aware. They aren’t extremely committed to brands, to jobs, to careers, to relationships, or even their commitments to workouts. IDK IDC FWB YOLO FOMO IYKYK TBH is their language. It’s not just a lingo, it is a part of who they are.
They live, work and have all the fun but by their own rules. Taking a lesson from their own dictionary of life rules, we bring alive the concept of FUNDS WITH BENEFITS – clearly indicating the perks of investing in mutual funds and the benefits it has in store for them.
The campaign included the tagline, social media launch creatives, emailers, WhatsApp message, and on-ground activation ideas.