ICICI Prudential Mutual Fund has launched its Mother’s Day campaign, “Maa Sab Jaanti Hai”, spotlighting a mother’s timeless wisdom and her knack for making the right choices – especially when it comes to her child’s future. The campaign encourages viewers to shift their mindset from mere saving to strategic investing through Systematic Investment Plans (SIPs).
The digital film humorously portrays the relationship between an ambitious son and his no-nonsense mother. The son dreams big – planning lavish vacations, starting a business, and buying a luxury car – all on minimal savings. His mother, however, keeps him grounded with cheeky one-liners like “Tere liye Manali hi theek hai,” offering not just humour, but a reality check.
The pivotal moment arrives when she says, “Tumne apne paiso pe bhi toh limit laga rakhi hai. Sirf ‘savings’ ki aadat hai… investment ki nahi,” nudging him toward smarter financial planning. She introduces him to mutual fund SIPs through ICICI Prudential, highlighting how investing can truly grow one’s wealth.
The campaign’s tagline, “Savings ki aadat badloge nahi, toh badhoge nahi,” drives home the message: saving is good, but investing is essential for long-term growth.
Abhijit Shah, Chief Marketing and Digital Business Officer, said, “This film blends emotion with education. It reflects how mothers guide us not just in life, but in building secure futures.”
The film will run across digital platforms including YouTube, Instagram, Facebook, LinkedIn, and X.
