Making the Bluechip conversation simple and palatable to India at large

Mahindra Mutual Fund was launched in 2016 with a special focus on semi-urban rural markets. Over the two years, they have launched a number of schemes targeted at diverse sets of audiences in sync with the aspiration shade card and risk appetite.

The AMC launched a new fund - Mahindra Pragati Bluechip Yojana - large-cap equity fund which invests only in the top 100 companies.

To explore a differentiated communication approach in a sea of sameness that exists around the BlueChip Mutual Fund category communication

Talking to the semi-urban rural consumer is unique as it demands simplicity and relatability especially when communicating financial products. To ensure relevance to the larger mass, requires the communication to fit seamlessly into colloquial parlance

A portfolio without a bluechip fund is incomplete.

Taking off from the consumer insight

Making it relatable and seamlessly fit in everyday communication parlance -

A narrative that is understood by everyone and relates to the everyday positioning bluechip as an imminent must have in your investment portfolio.

Assimilating all must-haves in everyday life, of elements that are quintessential to the latter's existence. What is a milkshake without milk, what is food without salt, what is gold without the glitter?

Creating a relatable juxtaposition of these everyday must-haves with bluechip as a must-have in your portfolio allowed for simplification of thought and evoke the critical question - Why is BlueChip a must have? while lending massive conversational currency for the distributors to leverage.