"Where's my money going?" It's the question that has got people talking, thanks to ICICI Prudential Mutual Fund's newest campaign, '#KisneKhaya'. Abhijit Shah, Head Marketing, Digital and Customer Experience at ICICI Prudential Mutual Fund, is leading the charge to pull back the curtain on the quiet culprit behind diminishing returns. "Our investor education initiative is a wake-up call to get people thinking about the unseen factors nibbling away at their savings."

"The campaign is about prompting a moment of realization that there is a smarter way to handle money in a world where inflation never sleeps," says Abhijit Shah. It's a question about the diminishing value of savings that is often missed by the young or unseasoned investor who works hard to save up money but which somehow never seems to grow enough.

ICICI Prudential Mutual Fund and its creative agency, The Good Edge, have collaborated to put this crucial question about money into the spotlight. As part of the campaign, Posterscope India, the OOH (Out-of-Home) specialist agency from dentsu India, conducted a social experiment by placing a digital kiosk in a mall atrium.

The campaign unfolds like a mystery, drawing savers into the story with familiar icons of savings like the piggy bank or bank locker, reimagined with a bite taken out of them – forming a recurring visual mnemonic. The prominent QR code leads the audience to the staged-reality film that shows participants how their savings are silently consumed by inflation.

The brand wanted the campaign to strike a balance between light-hearted imagery and the weighty subject of financial awareness. "We chose to engage through humor. The film offers a valuable insight into why an investor’s investment returns might not be living up to one’s expectations. We are just sparking that 'aha' moment," notes Shah, emphasizing the campaign's goal to educate the everyday investor.

ICICI Prudential Mutual Fund takes an engaging, storytelling approach to an issue that's typically wrapped in complexity. "The question is simple but makes one think," says Liron Samson, Creative Director at The Good Edge. "It translates the technicality of inflation into something that hits home for everyone."

Speaking on the campaign, Imtiyaz Vilatra, Managing Director, Posterscope said, “At Posterscope, our constant endeavor is to pioneer new and innovative concepts. Collaborating with ICICI Prudential Mutual Funds has allowed us to provide financial education with a relatable and engaging perspective. This campaign underscores the brand's dedication to both financial literacy and innovation.”

Investment isn't just for the savvy few; it is for all. #KisneKhaya is ICICI Prudential Mutual Fund's attempt to encourage one and all to learn, to question, and to make informed decisions such that everyone’s money will keep growing, and not shrinking.