Selective Amnesia

Loving the new Prudential ICICI Commercial

Prudential ICICI, one of India’s largest Financial Services company, has long been my favourite, for the simple reason that their advertising has been memorable, effective, and is relevant. More, it is Useful.

More so now, for their new TV Commercial campaign, for the Mutual Funds service, is on air, and it is something I really, really dig.

Most financial services advertising, (Insurance, Mutual Fund, Bonds and stuff) talk of a rosy future. A future where grey haired men laze around in rocking chairs and the son is in the “States” and the daughter is happily married.

Not only were they boring and stereotyped and created stupid customs (why shouldn’t the girl be in US of A for studies, and the boy happily married?), they promised something that is at best uncertain.

But the new Pru ICICI commercial, created by Ogilvy Financial, a division of Ogilvy & Mather, has turned the tables on customs and come up with a single point message. Spend Now. Enjoy Life.

The commercial shows A mother and daughter choosing jewellery. After picking on a piece they both like, the mother looks at the price tag and say no. Cut to a different place, where a family is in a restaurant, ordering. The two kids want a “pasta”, but mom, afraid of overspending says, “Let’s share”.

In comes the “PruICICI MF” solution. Telling everybody concerned that they’ll “Make your money work as hard as you do”. And Bingo. The father in the jewellery shop gives his daughter what she wants. And the family in the restaurant each eat what they want to.

A simple idea, and one that is definitely useful. Why should I, as an investor, believe in a future that might or not come, and restrict my happiness now? Why can’t I just have fun while I am alive and in a position to enjoy it?

After all, the only reason people earn money and slog their ass off is to enjoy life.

If I might be so bold, I would give it a score of 5, on 5.