BNP Paribas Mutual Fund launches Fixed Term Fund-Series 22 A

BNP Paribas Mutual Fund new issue closes on 3rd May

BNP Paribas Mutual Fund has launched BNP Paribas Fixed Term Fund-Series 22 A, a close-ended income scheme.

The investment objective of the scheme would be to achieve growth of capital through investments made in a basket of fixed income securities maturing on or before the maturity of the scheme. The tenor of the scheme is 370 days.

The new issue closes on 3rd May. The minimum investment amount is Rs5,000.

CRISIL Short Term Bond Fund Index is the benchmark index. Alok Singh is the fund manager.

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Birla Sun Life Mutual Fund floats 370 days fixed term plan

Birla Sun Life Mutual Fund new issue closes on 28th April

Birla Sun Life Mutual Fund has launched Birla Sun Life Fixed Term Plan-Series CZ, a close-ended income scheme.

The scheme seeks to generate income by investing in a portfolio of fixed income securities maturing on or before the duration of the scheme. The scheme will have duration of 370 days.

The new issue closes on 28th April. The minimum investment amount is Rs5,000.

CRISIL Short Term Bond Fund Index is the benchmark index. Kaustubh Gupta would be the fund manager of the scheme.

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VIP: All madness, no method

The over-the-top craziness of the new ad totally hijacks the product, which is reduced to being a mere prop, instead of being the central character. That’s an advertising crime

Luggage brand VIP has come up with a completely bizarre commercial. Guess they are following that age-old theory of 'let's just do anything to get noticed'.

The ad features an airport, with many passengers queuing up to check-in their VIP bags. Suddenly, an announcer dishes out strange instructions on the public address system. She orders that only those passengers who can do the salsa will get window seats. One early bird dude breaks into the dance, with his VIP bag for company. Others join in too.



Then, for the aisle seats, she announces that they will only go to passengers who can push their bags with one finger. And all the VIP owners are able to do so easily. She then says only those who can split their legs will be personally fed by the air hostesses. Some molesters, oops, passengers, immediately part their legs. Before you tear your hair out wondering what's this comedy show all about, the announcer (not the airport one!) declares: 'Journeys can be crazy. VIP makes them easy. Happy journey.'

Yes, yes, I can see what the VIP chaps are trying to do. And I know this after repeated exposures to the ad, my mouth wide open all the while. In all this madness, there's a visual message. That VIP's 360 wheeling bags allow you to maneuver your bags without too much effort. But here's a big problem: The over-the-top craziness of the ad totally hijacks the product, which is reduced to being a mere prop, instead of being the central character in the communication. That's an advertising crime.

The best ideas are those where the brand drives the creative idea and story, and isn't relegated to the background. We remain mystified by the madness of the situation, we get lost in the antics of the passengers, and therefore we hardly notice the product feature. In short, good laughs for everyone (especially the makers of the ad who must have had a rollicking time shooting this one), except the brand manager of VIP.

What is needed is interesting, relevant, product-centric ads for VIP. Here's a suggestion, though I usually don't give them without payment! Perhaps, they should create a commercial where a desi VIP (very important person) is slipped into the aircraft way beyond the last minute, and he/she effortlessly glides in with VIP's 360 wheels. As the rest of the cattle class junta is left fretting and fuming. Brand connection in place, product feature in place, and a much cheaper commercial too!

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COMMENTS

B V KRISHNAN

6 years ago

I agree with the authors comments. Nowadays, in their anxiety to stand out from the clutter, the ad creators are forgetting the basics. For instance, the series of ads released by Havells for their cables, makes the product being used for all kinds of wierd purposes - except for the main one which it is meant for. How can they go on fooling public like this?

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