MAM
IDFC Mutual Fund Launches New Investor Awareness Campaign ‘#BeTheBestYou’
Mumbai: IDFC Mutual Fund announced the launch of its new investor awareness campaign, ‘#BeTheBestYou’ with focus on taking the narrative of mutual fund industry beyond the concept of ‘Investing to fulfil your goals’. IDFC Mutual Fund’s campaign focuses on the freedom provided by the knowledge that while you follow your passion, your money is working for you. It also highlights the choices you make will make you better when you no longer have the fear of not having enough money. This will also empower the person to go beyond fulfilling their duties but also be true to himself or herself.
Commissioned by IDFC Mutual Fund and conceptualised by the creative agency TBWA, the two digital videos target two different set of audience. The first video targets someone who has just entered into the workforce and is generally between 22-30 years old, highly social, self-involved, informed, carefree and a thrill seeker. The protagonist is a character who is highly aspirational to youth today. A character who is focused on finishing his work and pursuing his life outside work rather than putting up appearances of hard work to his boss and co-workers. The second video is targeted at someone who has already started a family, generally between 30 – 45 years of age, is family centric, an early intervention seeker and focused on giving their child the best education possible. It goes beyond the ‘wealth creation to educate your child abroad’ goal that the MF category asks clients to invest for. It shows parents who travel to London from India just because they want to be present for a day that is important for their daughter. The key takeaway from the video is that being there for your child’s happiness is what wealth should allow you to do.
Sharing the details of how the campaign was conceptualised, Gaurab Parija, Head – Sales & Marketing, IDFC AMC said that, “We used data analytics along with Google Insights data such as interests and video consumption behaviour to understand the psychographics and lifestyle choices of our target audience. Armed with this data we were able to build upon the two unique personas of our target audience. Using demographics and interest based targeting, over the next one month, we will reach out to our target audience across Delhi, Mumbai, Kolkata, Bangalore, Pune, Hyderabad, Chennai, Chandigarh, Ahmedabad and Kochi.”
IDFC Mutual Fund’s ‘#BeTheBestYou’ campaign positions mutual funds as a tool to help individuals live up to their full potential without the fear of missing out. The videos will play first on INOX theatres across the country. For those who are interested in taking action can log on to www.start-a-sip.idfcmf.com to start their investment journey.
Production & Agency Details:
Brand – IDFC Mutual Fund
Director – Sharmishtha Nag
AGENCY – TBWA
EXECUTIVE PRODUCER & PRODUCER- Sudhir Shetty
Brands
Ekart expands IKEA partnership with EV deliveries in Chennai
3PL to handle 600 plus products with 48 hour delivery via EV fleet.
MUMBAI: Flatpacks are going electric and your sofa might now arrive with a smaller carbon footprint. Ekart has expanded its partnership with IKEA to power last-mile deliveries in Chennai, doubling down on speed, scale and sustainability in one of India’s key urban markets. Under the collaboration, Ekart will manage end-to-end large-format deliveries for IKEA across the city using a 100 per cent dedicated electric vehicle fleet. The move makes Chennai the second major market after NCR-Delhi where Ekart handles IKEA’s last-mile logistics, signalling a broader rollout of EV-led supply chains.
The mandate is no small load. Ekart will oversee deliveries for over 600 products from IKEA’s catalogue, ranging from furniture to home décor—categories that demand specialised handling and precision logistics.
Backed by its technology-driven fulfilment network, Ekart is targeting deliveries within a 48-hour window, offering real-time tracking and end-to-end visibility from warehouse to doorstep. The focus is clear: faster turnarounds without compromising on control or customer experience.
The EV-first model also aligns with both companies’ sustainability goals, as urban logistics increasingly shifts towards zero-emission solutions. For IKEA, which continues to expand its omnichannel presence in India, reliable and eco-conscious last-mile delivery is becoming central to scale.
For Ekart, the partnership reinforces its positioning as an enterprise-grade logistics player in large-format commerce. The company already supports over 1,800 retail, D2C and enterprise brands, spanning last-mile delivery, part-truckload services and warehousing.
As India’s logistics ecosystem evolves, this collaboration highlights a growing trend: delivery is no longer just about distance, it’s about efficiency, experience and increasingly, emissions.
