ICICI PRUDENTIAL GOLD ETF GOLD CAMPAIGN

CONTEXT

ICICI Prudential Mutual Fund is a prominent player in India's financial landscape offering a diverse range of investment opportunities catering to varying financial goals. ICICI Prudential Gold ETF is a type of investment that allows people to buy a stake in gold without needing to physically own or store the precious metal. Additionally, since it's traded on the stock market, you can easily buy and sell shares of the ETF through your brokerage account, just like you would with any other stock.

However Indian investors have a strong affinity towards physical gold due to its cultural, traditional, and emotional reasons. To make it worse, most Indians lack knowledge of the benefits and functioning of gold etf.

Addressing these reservations often requires education and awareness campaigns to highlight the benefits of Gold ETFs, such as convenience, liquidity, transparency, and cost-effectiveness. That’s where 4 am came into the picture and resolved the problem with an engaging, entertaining, and insightful brand film.

BRAND FILM

The film's main objective was to showcase the safety and security offered by ICICI Prudential Gold ETF compared to the risks associated with storing physical gold at home. Through humor and storytelling, the aim was to engage viewers while driving home the message that investing in Gold ETFs eliminates the vulnerability of physical gold to theft or loss. The ad earned millions of views in 24 hours on YouTube without any media spending. The campaign now enjoys meme-worthy communication and is much loved by the Meta audience.