VIEWMutual-fund communication must build confidence without flattening complex products into generic optimism. Nippon India Mutual Fund needed multiple propositions to remain accurate, distinctive and approachable.
Brand campaign · Film
Nippon
Making financial choices easier to understand—and easier to remember.
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Complex products.
Simple feelings.
Memorable choices.
Give every product one memorable way in. Human goals, recurring characters and visual mnemonics create recall; disciplined copy and hierarchy preserve clarity and credibility.
Product Stories on Film
A set of films that translates different investment propositions into recognisable situations, helping each product begin with a human reason rather than a technical label.
Play campaign filmNippon Nivesh Lakshya TVCNippon Nivesh Lakshya TVC
Goal-based investing made personal. The film anchors a specific fund to a life milestone, making an abstract product feel like a decision with a destination.
Play campaign filmIT ETF IE AVIT ETF IE AV
Technology as an investment thesis. The film explains a sector-specific ETF through the growth story of Indian IT, making the category legible to a general audience.
Play campaign filmFlexicap Fund IE TVCFlexicap Fund IE TVC
Flexibility as a virtue. The film illustrates how a multi-cap approach adapts to market conditions, using a relatable analogy that needs no financial jargon.
Play campaign filmETF IE Check the VICTER TVCETF IE Check the VICTER TVC
The VICTER mnemonic introduced in motion. A recurring character and a memorable verbal device give ETF communication its own recall system.
Play campaign filmFinal NIMAF IE TVCFinal NIMAF IE TVC
Multi Asset Fund. The film translates diversification into a domestic metaphor, making the idea of spreading risk feel like common sense rather than strategy.
Sankranti, with a Financial Lens
Topical films that use the festival’s familiar symbols of movement and aspiration to create timely, brand-relevant conversations.
Play campaign filmSankranti, with a Financial Lens · Film 01Sankranti, with a Financial Lens · Film 01
Kite-flying as upward movement. The festival's central metaphor aligns naturally with investment growth in the first film of the Sankranti series.
Play campaign filmSankranti, with a Financial Lens · Film 02Sankranti, with a Financial Lens · Film 02
A second angle on the same festival. The metaphor evolves — wind direction, patience, timing — each one a lesson borrowed from kite-flying for investing.
Play campaign filmSankranti, with a Financial Lens · Film 03Sankranti, with a Financial Lens · Film 03
The third Sankranti variation. A different financial product finds its seasonal connection, proving the festival can host multiple fund stories.
Play campaign filmSankranti, with a Financial Lens · Film 04Sankranti, with a Financial Lens · Film 04
The closing Sankranti film. The series completes its seasonal arc with a final product message wrapped in festive energy and aspiration.
The VICTER System
A recurring visual device that gives ETF communication energy and recognition while allowing different product messages to remain distinct.
The VICTER System · Print 01
The lead VICTER print. The mnemonic device is given visual scale and the ETF product benefit is compressed into one scannable composition.
The VICTER System · Print 02
Silver ETF. The VICTER framework extends to a precious-metals product, proving the visual mnemonic can carry different investment categories.
The VICTER System · Print 03
Nifty 50 and Bank ETFs. A dual-product execution that tests whether the VICTER template can hold two fund stories simultaneously — it can.
The VICTER System · Print 04
The evolved VICTER layout. A later-generation execution that refines the system while maintaining the recognition built by earlier prints.
IT ETF
A focused information expression that makes a sector-specific proposition legible through clear structure and a strong single-minded visual.
IT ETF · Print 01
A focused, single-product print ad. The IT sector thesis is distilled into a headline and visual that makes technology investment feel accessible.
Multi Asset, Many Ways In
A film and print system that explains diversification through different entry points, using a consistent idea to connect the product story across formats.
Play campaign filmFinal Multi Asset Extension 1 AVFinal Multi Asset Extension 1 AV
The diversification story begins. Film one introduces the concept of multi-asset investing through a household scenario that feels immediately recognisable.
Play campaign filmFinal Multi Asset Extension 2 AVFinal Multi Asset Extension 2 AV
A second angle on diversification. The same concept explored through a different life situation, broadening the audience without losing the core idea.
Play campaign filmFinal Multi Asset Extension 4 AvFinal Multi Asset Extension 4 Av
The third extension film. Each instalment adds a new reason to consider multi-asset allocation, told through everyday decision-making.
Play campaign filmFinal Multi Asset Fund Extension 3 AVFinal Multi Asset Fund Extension 3 AV
A family-oriented take. The multi-asset idea is framed through intergenerational planning, appealing to a slightly older investor profile.
Play campaign filmMAF final product AVMAF final product AV
The product-focused summary film. After emotional extensions, this one brings the proposition back to the fund itself — features, benefits, mechanics.
Multi Asset, Many Ways In · Print 06
Print companion to the film series. The diversification concept is expressed visually in a single-page format designed for financial newspapers.
Multi Asset, Many Ways In · Print 07
A second print execution. Different visual emphasis but the same clear information hierarchy that keeps fund advertising legible and compliant.
Print with Product Discipline
A print portfolio where each fund receives a specific proposition, visual mnemonic and information hierarchy without losing the parent brand’s coherence.
Print with Product Discipline · Print 01
Nivesh Lakshya. A goal-based fund given its own visual mnemonic — a person reaching for a specific life milestone, anchored by product detail.
Print with Product Discipline · Print 02
Global Investment. The visual travels abroad to represent international fund exposure, while the brand and layout stay unmistakably Nippon India.
Print with Product Discipline · Print 03
Multi Cap Fund. A mid-portfolio product given the same creative care as the flagship, ensuring no fund feels like a secondary thought.
Print with Product Discipline · Print 04
Alpha Low Volatility Index NFO. A niche product communicated with the same clarity as a mass-market fund — no sacrifice for complexity.
Print with Product Discipline · Print 05
Performance-driven creative. Past returns and AUM become the headline, supported by the mandatory regulatory copy that the layout absorbs cleanly.
Print with Product Discipline · Print 06
Large Cap Fund. A core equity product positioned with stability and track record as the primary appeal, for the risk-averse investor.
Print with Product Discipline · Packaging 07
A Financial Express placement. The print layout is tuned for the specific reading context of a business newspaper audience.
Republic Day
Topical films that connect national optimism with the language of considered financial progress, keeping the brand present without forcing a product claim.
Play campaign filmRepublic Day · Film 01Republic Day · Film 01
National optimism meets financial planning. The film connects the pride of Republic Day with the confidence to invest in India's growth story.
Play campaign filmRepublic Day · Film 02Republic Day · Film 02
A second Republic Day expression for a different year. The brand maintains its annual presence without repeating the same execution.
Earth Day
A series of short films that gives sustainability a relevant financial context and turns an annual moment into thoughtful brand participation.
Play campaign filmEarth Day · Film 01Earth Day · Film 01
Sustainability as an investment lens. The first Earth Day film connects environmental responsibility to responsible financial choices.
Play campaign filmEarth Day · Film 02Earth Day · Film 02
A second environmental angle. A different facet of sustainability finds its financial parallel, deepening the brand's Earth Day participation.
Play campaign filmEarth Day · Film 03Earth Day · Film 03
The third Earth Day film. Green investment themes explored through a new scenario, keeping the series fresh across annual repetitions.
Play campaign filmEarth Day · Film 04Earth Day · Film 04
The closing environmental film. The series completes its argument that investing well and investing responsibly are not in conflict.