IDFC Mutual Fund Campaign Asks Indians to Do More with Their Money

IDFC Mutual Fund launched its first investor awareness campaign of the year – #PaisonKoRokoMat. In a country of savers, the campaign baseline is a call to action. It alludes to the innate Indian need to save and unwittingly hinder the flow of money, not allowing it to grow to its full potential.

A tongue-in-cheek investor awareness campaign, it underlines the fact there are more modern ways to invest your money than to deposit it someplace “good”. It shifts the conversation regarding wealth generation from the age-old strategy of saving to one of the dynamic investments.

#PaisonKoRokoMat was conceptualized and created by TBWA\India and will be visible across Television, OOH, digital, and social media. The campaign features what look like ancient explorers searching with telescopes or maps to find their money. The idea is simple, we need to change how we save our money. Putting it somewhere safe and not allowing it to grow is an outdated model.


“This has been a lot of fun to create,” said Managing Partner – Creative TBWA\India, Parixit Bhattacharya.

“The narrative is distinctive and it needed oodles of craft to bring to life which Director Sanju Ayappa and his team served delectably. We hope this makes people smile while reconsidering their choice of investments and tilt the conversation in favor of mutual funds. There are many more executions across channels under #PaisonKoRokoMat and we are excited to see what it does in the market.”


“The central thought of the campaign #PaisonKoRokoMat draws inspiration from our lives where inertia is an impediment to our growth and sometimes reflects in the way we allocate our money,” added Gaurab Parija, Head – Sales & Marketing, IDFC AMC. “What we are trying to bring out through the campaign is a subtle yet strong message of looking beyond the traditional ways of growing your money and using your goals to allocate your money across asset classes and investment solutions.”

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