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ICICI Prudential Mutual Fund has unveiled its new brand campaign ‘TARAKKI KAREIN*’ which employs the language of the common man to create a brand connect with its valued investors. The campaign aims to present mutual funds as an intrinsic and essential part of financial inclusion that facilitates wealth creation and progress. The campaign includes a television commercial that is spread across a wide genre of media.
The mutual fund industry in India is at a very nascent stage as compared to its global peers. The industry has also witnessed significant change in environment over the last few months. There is a need to increase brand connect with investors and bridge the awareness gap to facilitate financial inclusion and meet the ultimate objective of helping investors achieve their lifecycle objectives.
In the forefront of this change is ICICI Prudential Mutual Fund, taking the leadership mantle on brand projection. With the slogan “Aap Ki Tarakki, aap hi ke haath mein hai. Sahi investment karein. Tarakki Karein*!” the campaign reverberates the underlying need of every individual. It bridges the need gap between the dominant desire to progress and how the expertise of the Asset Management Company can serve the same.
Mr. Nipun Kaushal, Head – Marketing, ICICI Prudential AMC commenting on the campaign objective stated, “Today, as we see our country poised for taking a quantum leap towards progress, we realize that the Mutual Fund category can serve as a catalyst to trigger an individual's progress. However in doing so, we sense a need to make the category more relevant to our end investors. With the launch of our brand campaign - we reinforce the power that every investor holds in his hands - the choice to make the right decision for his own progress.”
Campaign - Fact File
The 45-second TV commercial has been dubbed in various languages to cater to a wide range of audience. "Tarakki Karein*!" is “Munnetram” in Tamil, “Pragati” in Gujarati & Kanada, "Abhibrudhi" in Malyalam & Telgu and “Unnati” in Bengali & Oriya. The campaign is conceived and developed by Lowe Lintas India. The TVC has been directed & produced by Chrome Pictures.
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*Tarraki does not mean guaranteed future returns
About ICICI Prudential Asset Management Company
ICICI Prudential Asset Management Company Ltd. is a joint venture between ICICI Bank, a well-known and trusted name in financial services in India and Prudential Plc, one of UK’s oldest and largest players in the financial services sector. ICICI Prudential Asset Management Company, in a span of just over ten years, has forged a position of preeminence in the Indian Mutual Fund industry as one of the largest asset management companies in the country with average assets under management of around Rs. 80,554.50 Cr as on October 31, 2009 (Source: www.amfiindia.com). The Company manages a comprehensive range of schemes to meet the varying investment needs of its investors.
Statutory Details: ICICI Prudential Mutual Fund (the Fund) was set up as a Trust sponsored by Prudential plc (through its wholly owned subsidiary namely Prudential Corporation Holdings Ltd) and ICICI Bank Ltd. ICICI Prudential Trust Limited (the Trust Company), a company incorporated under the Companies Act, 1956, is the Trustee to the Fund. ICICI Prudential Asset Management Company Ltd (the AMC). a company incorporated under the Companies Act, 1956, is the Investment Manager to the Fund. ICICI Bank Ltd and Prudential Plc (acting through its wholly owned subsidiary namely Prudential Corporation Holdings Ltd) are the promoters of the AMC and the Trustee Company. Risk Factors: Mutual Funds and securities investments are subject to market risks and there is no assurance or guarantee that the objectives of the Schemes will be achieved. As with any securities investment, the NAV of the Units issued under the Schemes can go up or down, depending on the factors and forces affecting the capital markets. Past performance of the Sponsors, AMC/Fund does not indicate the future performance of the Schemes of the Fund. The Sponsors are not responsible or liable for any loss resulting from the operation of the Schemes beyond the contribution of an amount of Rs.22.2 lacs, collectively made by them towards setting up the Fund and such other accretions and additions to the corpus set up by the Sponsors. Mutual Fund Investments are subject to market risks. Please read the Scheme Information Documents/ Addendums of the Scheme carefully before investing.