NG Vysya's first ever TVC for its equity fund LION is interesting. A state transport bus is plying through a remote district in Maharashtra with a complement of rustic passengers - complete with a goat. Suddenly a smartly-dressed airhostess appears and in true airline fashion thanks the passengers for having travelled on the route. As the bus enters the final lap, she walks down the aisle offering the bewildered passengers, hot towels. "Expect the Unexpected," goes the base line.
"We have tried to experiment with an unconventional way of expressing a conventional message," says Vikas Sachdeva, country head, business development, ING Vysya. The humorous ad is 35 seconds long. What was the brief? "We had to show the maximising opportunities that ING Vysya LION promises - that too in a most surprising way," says Milind Dhaimade, national creative director, Everest Brand Solutions. He is also the director and film maker of the commercial. The agency brought down a selection of villagers from Satara district, Maharashtra just to give a different treatment.
ING Vysya's LION fund offer opened on November 19 and closed on December 9. The advertising also included radio. "The total investment in the ad campaign was around Rs 14 lakh," says Sachdeva. LION is an abbreviation for large cap, intermediate cap, opportunities and new offerings. The fund is a typical multi-cap fund and will invest at least 75-100 per cent of its assets in equities. Of this, at least 20 per cent will be invested in large-cap stocks.... more