When was the last time you heard about someone talented giving up on their dreams? Either due to lack of support, or simply because of lack of money? We hear such stories of disappointments every other day. Many people cannot afford a fixed deposit, while many simply are not aware of its benefits. With this in mind, IDLC has launched its latest campaign on fixed deposit plans. The message of the campaign is simple-Plan a secured future with IDLC’s fixed deposit plans.
Meet Ms. Bithi. A young, potential entrepreneur striving to make a future for herself. Her start-up, Bithi’s Bonsai might just create a revolution in the entrepreneurial market of the country. But the scene starts with the young, ambitious to-be entrepreneur coming into her room with disappointment. We see her tearing apart all her plans and papers that she scribbled and pasted on her wall. Her dream of becoming an entrepreneur is coming to an end.
Due to a lack of investment. Our to-be entrepreneur has decided to give up on her dreams after a year and a half. After one and a half years of struggling, planning, roaming around the country, pitching her idea, no one believed in her dream. Just as she decided to end her journey, her father comes into the room.
Mr. Samad, Bithi’s father asks her about her abrupt decision to tear her plans apart, in awe. Bithi stands on a pile of torn pages and informs her father about her dream, which no one believed in.
This becomes the climax of the entire campaign. IDLC made a brilliant marketing move positing two unique emotions in one frame. In one single frame, we see the faith of a father in his daughter, and at the same time, their saving grace, IDLC. This is where IDLC tries to position its service offerings in the mind of the audience. IDLC aligns Bithi’s future with the fixed deposit plan of IDLC.
IDLC’s fixed deposit plan allows families to foster the growth and security of themselves and their families. The campaign stood out to be an incredible marketing move by the company in making customers aware of their value proposition.