MF Global launches new TV brand campaign

MF Global, a leading player in the stocks and futures market, has launched its communication campaign for this year with a bang. The brand with the new TVC will try to connect with investors with the promise of ‘The Real Perspective’ and the storyline and execution add a touch of novelty to the communication.

The TVC which has stylised animation portrays the life of an investor surrounded by people who nod their heads in agreement all the time. And how this adversely affects him and what a relief it is for the investor to meet the MF Global executive who says ‘NO’ and has an opinion of his own. The film has been conceptualised by the creative team at Six Inches, the incumbent agency of MF Global.

“With this TVC, we wanted to urge investors to rid themselves of people who agree with them all the time as this could cloud their judgement and prove to be detrimental to them. From our dip stick with a large number of HNI investors, we uncovered some key differentiating insight for choosing a broker. While most of the factors revolved around some core expertise and sound infrastructure, the importance of a sound opinion came out very strongly from investors as decisions relating to investments are very important. This insight gave us the opportunity to communicate with investors on the importance of the right perspective which makes it vital for them.” says Pravin Shah, Managing Director and CEO, Six Inches Communication.

Speaking on the development, Vinnet Bhatnagar, MD & CEO said. “As a company, we believe in giving advice which is beneficial for our clients and not our profits. Our focus is always on being truthful to sustain long term relationship. There have actually been instances when our relationship managers have disagreed with some of our biggest clients if they believed their investment decisions were faulty. And our clients have come to respect us for this attitude. That’s why when the Six Inches team presented this proposition, it struck a chord with us instantly and we decided to go ahead with the TVC.”

The TVC will soon go on air and the media plan includes business and news channels like. An outdoor campaign and ads in magazines will also be out during the same phase. An out of the box digital campaign will be launched in 15 days to engage investors. One of its kind in India.

The directorial reins were in the able hands of Amit Gupta, the production house involved in the project was Lighthouse Mumbai, and the post production was done at Hello Robot Films in LA.

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