elling financial products is serious business. Ergo, ads of financial products have to be cold, earnest and forbidding. Right? Wrong. Just check out the recent ads of Kotak Mahindra Mutual Fund. Specifically the TVC of Kotak Mahindra Mutual Fund�s Mid-Cap (an open-ended equity growth scheme) which went on air two weeks before its initial public offer closed on January 28. (For the uninitiated, mid-cap funds are mutual fund schemes that invest in small/medium sized companies. Generally companies with a market capitalisation - that is, number of shares multiplied by the market price of a share - of up to Rs 500 crore are classified as small.)

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