MAM
ICICI Prudential MF launches a campaign to promote “Investment hi hai Savings ka Naya Tareeka”
Mumbai: Diwali is one of the most awaited festivals in India and is special in many ways—from buying new clothes to making special food and indulging in festivities. However, one of the things that excites everyone the most is the anticipation of receiving the Diwali bonus.
But what if someone refuses to take that bonus?
This Diwali, ICICI Prudential Mutual Fund has launched a campaign which shows how interesting the arc of refusal of the Diwali bonus is and why an individual chooses to do so. The fund house’s entertaining Diwali campaign humorously extends a strong message, thereby leaving a lasting impact on the viewer.
The campaign addresses the message of why it is important to invest and not just save your money. The campaign shows how a house help (Ramu Kaka) is disappointed in getting the same amount of Diwali bonus every year from his employer (Ramesh). The house help further explains to his employer the benefits of investing across various available mutual fund options. He also points out how his other employer invests in mutual funds and can give him expensive shoes as a Diwali bonus. The house help believes that if Ramesh had invested in mutual funds, he would have also earned good returns and in turn would have been able to give a higher bonus to him. He suggests to his employer to start his investment journey through a Systematic Investment Plan (SIP).
ICICI Prudential AMC head marketing, digital and customer experience Abhijit Shah said, “Indians are known for their savings habit; however, this habit does not create wealth for them. This Diwali, our focus is to bring a shift in the savings habit to that of investing, thus creating wealth over the long term. Through this campaign, we intend to spread more awareness about the importance of investing among those who do not invest in mutual funds. We aim to nudge people to invest in mutual funds to generate better returns on their hard-earned money.”
By investing in mutual funds, an investor can allocate his or her resources among several asset classes including debt, equity, commodities, and several others per their risk tolerance, time horizon, and financial objectives. Over time, a long-term, disciplined investment strategy can help investors achieve their financial goals and systematically create wealth.
The campaign will reach the masses via the company’s multiple digital channels like YouTube, Instagram and Facebook.
MUMBAI: BKT Tyres has decided to roll into the two-wheeler world with some serious jurrat and it’s brought Ranveer Singh along for the ride. The off-highway tyre specialist has unveiled its new campaign, ‘Jurrat’, marking a strategic push into India’s massive two-wheeler segment. The high-energy TV commercial, featuring brand ambassador Ranveer Singh, debuted on 3 April 2026 during the Indian Men’s T20 League 2026.
The campaign revolves around the core belief that true confidence on the road comes from dependable performance beneath you. ‘Jurrat’ (meaning courage) captures the mindset of riders who navigate dynamic and often unpredictable daily commutes with determination. It brings BKT Tyres’ brand philosophy ‘Elevate Your Drive’ into the two-wheeler space by spotlighting three key product benefits: long life, exceptional road grip, and unmatched comfort.
BKT Tyres chief marketing officer for India Mahesh Koppad said, “India’s two-wheeler segment reflects the way the country moves, works, and progresses every day. ‘Jurrat’ highlights how performance-led tyres, engineered for long life, comfort, and grip, enhance the overall riding experience and support uninterrupted progress in everyday life.”
The campaign is being rolled out across television and digital platforms with high-impact placements to ensure maximum reach and engagement.
This launch represents BKT Tyres’ calibrated expansion from its stronghold in off-highway tyres to becoming a more holistic mobility brand, addressing the everyday transportation needs of millions of Indian riders who rely on motorcycles and scooters as their primary mode of transport.
In a segment where confidence is everything, BKT Tyres is betting that a combination of bold celebrity appeal and strong product performance will help it gain serious traction on Indian roads. The campaign signals that the company is ready to move beyond its traditional turf and accelerate in the fast-paced two-wheeler market.
