Mudra (hand gestures)
Aditya Birla Money
Issue 27 | July 2013
Agency
M&C Saatchi Direct and Digital
Creative Team
Executive Creative Director: Deepak Agarwal Creative Director, Art: Prasad Acharya Associate Creative Director: Ganapathy Ramachandran Production Head: Navin Pandey CEO: Sumantra Sengupta Senior Copywriter: Gauri Gokam
Date
December 2012
Background
High Net-Worth Individuals are always hard pressed for time, hence they rarely look at their own investments. Portfolio Management, therefore, is a solution that they truly need. Aditya Birla Money Wealth Management is one of many financial players in the market that offers expert advice and sound solutions. But with so many financial institutions vying for the HNIs' attention, the challenge lay in ensuring that our mail pack did not get discarded for looking like 'just another piece of financial communication.
Idea
To engage with the HNIs and start a conversation, they worked with the insight that they have scripted their success with their own hands. This insight helped them look at the power they wield through their hands and their positive energies. They sent the HNIs a book introducing them to various Mudras i.e. life altering hand gestures as mentioned in Ayurveda. The last Mudra though, was not an age-old practice. It was a self-created Mudra (Hastakshar Mudra), which is the common hand gesture used while signing. The HNI was told that by practicing this Mudra (signing the response card using our embedded pen) he would enjoy greater success and prosperity. To accelerate his response, they even offered him an incentive of having his signature analysed.
Results
Of the 6000 mailers sent in 4 cities, 422 HNIs responded. 38 customers have already entrusted their portfolios with them and they are still in the process of closing deals. Thanks to these sign-ins, Aditya Birla Money has recorded a collection of close to Rs. 100 Crores through these High Net-Worth Individuals.