Financial Institution Scores A Branded Content Hit With TVF

The branded content series—part of AMFI campaign Mutual Fund Sahi Hai targeting tier II and nearby cities— has garnered over 20m views on YouTube.  Given the popularity of the series, Netflix has recently collaborated with TVF to make the show available on the OTT platform.

TVF had previously partnered with AMFI for the second season of The Timeliners’ super-hit web series The Aam Aadmi Family, which has garnered 25 million views to date.

Set in Jaipur during a summer vacation in 1998, Yeh Meri Family revolves around the daily lives of the five-member Gupta family, led by the protagonist and middle child, 12-year-old Harshu.

The target audience is educated through scenes subtly woven into the narrative of the series. Harshu’s father, played by Akarsh Khurana, is an investment advisor and is shown in favour of mutual funds. He advises his clients on matters such as the risks and benefits associated with mutual funds. The story appeals to the family-oriented lifestyle segment where the importance of financial investments is made by the elders of the family.

According to the ASN Index, AMFI (26.7%, slightly over US$3.7m) leads the “Institution” category for Sponsorship investment in India. This has been largely due to its activities in Q218, namely a US$3.5m presenting sponsorship of Sony Ten’s FIFA World Cup Broadcast and a two-season association with the Pro Kabaddi League. Its recent branded content play clearly signals its ambitions to creatively engage with the masses, echoing the proclivity of the financial sector’s challenger brands to bank on branded content in the Indian market…for example, DBS and its brand owned web series Sparks.