Brief: Come up with a film concept for their Investor Awareness Programme to promote Flexi Cap Fund as a category.
My thought process:
I conceptualized and wrote this ad film based on the Insight I came across after thorough research.
Insight: "Flexible" is probably India's most casually overused word, especially by families. We say it to sound accommodating while quietly holding on to every condition underneath. I wanted to play on that gap between the flexibility we claim and the rigidity we actually live by. I used this insight as my starting point.
I felt an Indian arranged marriage setup would be the most familiar and relatable stage where "we're very flexible" is said the most, and meant the least. That made it the perfect setup to contrast with the real, working flexibility of a Flexi Cap Fund.