Hasta La Creative!

Direct Marketing
IDFC Mutual Fund

In India, people consider mutual funds as short-term investments. IDFC, Mutual Fund, wanted to change that perception because mutual funds perform better over long-term. The target audience was 30-35 year old professionals who earn enough to invest but still don’t consider a long-term mutual fund investment. This group happens to contain maximum new parents. So we decided to deliver our message through an entirely new medium. IDFC Dreams On Swaddles were designed and distributed to select hospitals across the country. The front of the blanket was printed to resemble the uniforms of a doctor, pilot, biker, astronaut, each symbolizing the future a child could have, if parents planned in advance. Newborns and infants were wrapped in Dreams on Swaddles and handed over to parents. We chose an emotional moment to seed a memorable message – that a long-term mutual fund investment with IDFC could secure a child’s dreams.

Advertising Agency:TBWAMumbai, India
Chief Creative Officer:Parixit Bhattacharya
Creative Director:Deepak Singh
Art Director:Chinmay Raut
Copywriter:Ahana Chaudhari
Account Director:Aejaz Khan
Account Executive:Arnab Ray
Agency Producer:Hriday Dowerah
Image Retouchup Artist:Sushil Parab
Studio Artist:Vinit Gaonkar
Photographer:Amol Jadhav, George Fotography, Anant Bhoir
Editor:Dilip Nadkar
Printer:Harish Bhagat
Illustrator:Chimsy