MUMBAI: Edelweiss Mutual Fund has launched a new TVC, ‘Market conditions Dekh Kar Badhao bhi, Bachao bhi’ which uses the analogy of a raider in kabaddi to explain how Balanced Advantage Funds (BAF) help tackle market ups and downs. The campaign derives learnings from Kabaddi, to help understand the investing strategy behind BAFs.
The TVC plays out in a kabaddi arena. The raider representing BAF is shown entering the market territory saying ‘Badhao, Badhao.’ As the opposing team tries to catch the raider, he steps back chanting ‘Bachao Bachao’, to protect himself. Later, sensing an opportunity again, he goes ahead and tags some of the players on the opposing side. When he is surrounded, he realises that he should retreat before it’s too late. As he notices even the slightest chance of victory, he makes an aggressive move to score points for his team. This encapsulates the dynamic investment strategy of BAFs of generating returns during market upside and protecting investments during market downside by adjusting equity proportions basis market conditions.
The TVC will be broadcast on TV channels and multiple digital platforms like Inshorts, Facebook, Instagram, Twitter, Programmatic, Quora, etc. The campaign will also be released across all Edelweiss Mutual Fund’s social media platforms.
