ICICI Prudential Mutual Fund showcases mothers as an unlikely voice of financial prudence
HighlightsICICI Prudential Mutual Fund launched the 'माँ सब जानती है' campaign, celebrating mothers' instinctive wisdom in guiding their children towards better financial futures. The campaign humorously portrays the relationship between a young son and his pragmatic mother, emphasizing the importance of transitioning from mere saving to smart investing through Systematic Investment Plans. Abhijit Shah, Chief Marketing and Digital Business Officer of ICICI Prudential Asset Management Company, highlighted that the campaign aims to inspire individuals to move beyond habitual saving and embrace purposeful investing for long-term wealth creation.
This Mother's Day,
ICICI Prudential Mutual Fund
has unveiled its latest brand campaign, 'माँ सब जानती है' - a heartfelt tribute to mothers who instinctively know what's best, not only for their children's lives but also for their futures.
The campaign humorously captures the dynamic between a young, overconfident son and his sharp, pragmatic mother. Through light-hearted banter and gentle confrontations, the mother emerges as an unlikely voice of
financial prudence
— nudging her son from merely 'saving' to smartly investing his money through a
Systematic Investment Plan
(
SIP
) in a mutual fund.
The film opens with the son dreaming big— envisioning vacations abroad, quitting his job to start a business, and purchasing a luxury car; all based on limited savings. But each time, his mother grounds him with witty remarks like, 'Tere liye Manali hi theek hai,' and 'Tere liye yehi job theek hai.' Her dry wit is not just humor— it subtly highlights a deeper message: evolving one's
financial habits
is essential to achieving real growth.
The turning point arrives when the mother gently challenges her son: "Tumne apne paiso pe bhi toh limit laga rakhi hai. Sirf 'savings' ki aadat hai… investment ki nahi." She then introduces him to ICICI Prudential Mutual Fund to unlock the growth potential of savings by investing in
mutual funds
through SIPs.
With the campaign's tagline, 'Savings ki aadat badloge nahi, toh badhoge nahi,' ICICI Prudential Mutual Fund delivers a powerful message — in today's world, merely saving is not enough; purposeful investing is key to long-term
wealth creation
.
Abhijit Shah, chief marketing and digital business officer, ICICI Prudential AMC said, 'This campaign beautifully weaves emotion with education. Mothers turn hopes into plans with unwavering support and smart decisions, helping kids convert their dreams into realities. Through a relatable and light-hearted banter between a mother and her son, we hope to inspire individuals to go beyond habitual saving and embrace the power of investing in mutual funds for a stronger financial future."
The digital film will be released across platforms including YouTube, Instagram, Facebook, LinkedIn and X.
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