MAM
Hotstuff creates unique TVC for ICICI Prudential Mutual Fund amidst lockdown
MUMBAI: ICICI Prudential Mutual Fund is wanting to uplift the sentiment through an offbeat positive message on the lockdown which would encourage the investors to invest. Hotstuff, its creative and advertising partners, came up with a unique idea of creating a film that complimented the spirit of Indian investors, who have adapted to the lockdown in different ways. The route was clear and the campaign was a perfect platform to extend the thought of their previous widely acclaimed campaign for ICICI Prudential Mutual Fund 'Chal Kuch Smart Kar, SIP Start Kar'.
However, the lockdown posed a challenge as no production unit could mobilise resources. As an experiment, the Hotstuff creative team planned out the script breakdown and sequences in a manner that could be directed via video calls. The actors were trained to film themselves. The music and post-production teams coordinated through remote work terminals to fuse things together. “A majority of the work was done in-house; since external resources were not possible in a lockdown scenario. We had already organized our operations at least a month prior to the lockdown being announced by ensuring business continuity via remote working terminals. Processes were redefined to ensure quality at the same level of output and on time. That is what enabled us to pull off this film in record time from script to release, amidst a lockdown,” said Hotstuff CEO Arun Fernandes.
Hotstuff, with over two decades of experience, specialising in BFSI communications, is known for its pithy MARCOM solutions and off-beat content, backed with result-driven strategies for its portfolio of brands. Speaking on how advertising and marketing solutions will get impacted post-COVID era, Fernandes further added – "A new normal comes into place and the format in which content is created will have to be relooked at. While we cannot let go off the creative principles of the past, we have to explore a new creative language for the future." This actually resonates as the world over there is a large shift in how we are managing our lives without stepping out in current times by embracing smarter ways of doing things.
The brief was succinct and clear and so was its interpretation. The lockdown gave the creative team, a chance to explore a new format of storytelling. The actors filming themselves and the realistic at-home setting brought a sense of realism to the film. Also, the story was inspired by stories heard on social media which helped the narrative to be more relatable. "A lot had to change in the way we work to get this film done. However, we realized that creative agencies have a vital role to play in situations like these. We have to adapt and become solution providers for brands that would want to stay relevant in the post-COVID era,” detailed out Hotstuff creative director Terence D’Souza.
Cueing an investment agenda into your daily lockdown routine would help the investors relate to the key message and make the most of the given the situation, financially, through SIPs. Through this communication the endeavor is to highlight the benefits of digital investing and SIP as the preferred investment route in volatile market conditions.
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Brands
upGrad acquires Internshala in 90 per cent stock deal to own career funnel
Deal aims to scale Internshala’s revenue from Rs 45 crore to Rs 100 crore
MUMBAI: upGrad has acquired Internshala, the world’s largest internship and early-talent marketplace, in a bid to stitch education, skilling and employment into a single career pipeline.
The transaction, announced on 26 February, is structured as a 90 per cent stock-swap, with the financial terms undisclosed. The deal deepens upGrad’s push to control the full career lifecycle, from learning to hiring, at a time when India’s skilling economy is under pressure to deliver outcomes, not just credentials.
Founded in 2010, Internshala claims more than 34 million registered users and 450,000 employers, with roughly 3 million active applicants each year. Over 40 per cent of its users come from tier 2 and tier 3 cities, and most of the platform’s traffic is organic. The company currently reports an annual revenue base of Rs 45 crore.
Under upGrad’s ownership, Internshala is expected to scale aggressively. The company aims to grow the platform’s revenue to Rs 100 crore and beyond, backed by increased investment in product development, AI-led talent matching and enterprise hiring solutions.
Internshala will continue to operate as an independent brand, led by its founder and CEO Sarvesh Agrawal, while tapping into upGrad’s technology stack, distribution and learning ecosystem.
“Education and employment in India have operated in silos for too long,” said upGrad head of corporate strategy and growth Chirag Samdaria. He said the acquisition strengthens the earliest and most consequential stage of the career journey, where intent is high and outcomes can be shaped.
Agrawal described the deal as a natural convergence of learning and opportunity, adding that the partnership would allow Internshala to skill millions of candidates and supply pre-trained talent to employers at scale.
Investec acted as exclusive financial adviser to Internshala.
The acquisition marks a strategic milestone for upGrad as it seeks to position itself not merely as an education provider, but as an end-to-end workforce development platform aligned with India’s evolving labour market.
