MUMBAI: MF Global, a broker-dealer with involvement in financial markets, is rolling out its new television campaign, creatively conceptualised by Six Inches Communication.

The campaign centres around the creative concept "gain from the right perspective". Electronic being the lead medium for the brand, the creative idea has been expressed through a TV Commercial.
 
Six Inches Communication founder and creative director Pravin Shah said, "Our campaign connects with the audience and strikes the right chord. It reflects the day to day ‘Yes Yes‘ attitude that we see in real life and smartly points out that at least when it comes to investments there is MF Global. We are planning two more on same lines which will be on air soon."

The TVC features an urban couple on vacation on a day out for a safari. They meet a guide who mindlessly keeps saying yes to their desires of whether they will get to see a tiger. Or is he carrying enough water? Ultimately they lose track and are lost in the jungle as the guide has no clue about the track. However he keeps saying yes, whenever asked about where the jeep is headed.

Finally a message is sent out to the audience: "Sometimes you wish people didn‘t agree with you all the time and at MF Global we tell you what‘s good for you".

The commercial has been shot in Ranthambore and has hit the screens today.

The company said that the ideation process kick started with a brand audit. It was conducted with the objective of obtaining an insight which facilitated the development of the brand communication. It was observed that most clients have more than one broking relationship - combination of width and depth and for a combination of efficient margins, and for the spread and pick up of varying ideas for investments. With the help of the brand audit, the agency arrived at the strategic intent of the campaign.