M&C Saatchi adds Franklin Templeton to its kitty

The company has allotted a budget of Rs 15 crore for the brand

M&C Saatchi has added the Rs 15 crore account of Franklin Templeton Investments to its portfolio. The win comes soon after the agency bagged the Apollo Tyres and Glitz Cinemas businesses.

M&C Saatchi won the Franklin Templeton business in a multi-agency pitch. Rediffusion DY&R, the incumbent agency, has been handling the brand for two and a half years. Before that, Contract (for four years) and Fortune Communications (for five years) handled the brand’s creative duties.

M&C Saatchi adds Franklin Templeton to its kitty

Rajiv Sabnis

Talking to afaqs! about the brief for the pitch, Rajiv Sabnis, executive director, M&C Saatchi, says, “The client was looking at a clear differentiating proposition for the brand amongst the clutter. They aspired to craft it as a standalone brand, which speaks for itself, rather than being simply one more brand in the category.”

Sabnis reveals that they are looking at a multimedia campaign for the brand, which will involve television and print in significant proportions. It will also consider new media. Recently, the brand started using outdoor.

Franklin Templeton Investments is a pioneer in spreading awareness and educating people about mutual funds. Till now, the brand had adapted its global tagline, ‘Gain From Our Perspective’, in India, but Sabnis confirms now that a fresh proposition is being worked upon.

Talking to afaqs! Vivek Kudva, president, Franklin Templeton Investments, says, “Clearly, we are looking at getting the brand known better and making it a household name in the country. The brand is targeted at both existing and potential investors. With a suite of over 50 products, in addition to urban investors, we are also looking at reaching out to smaller towns, which is not an easy task. We have tied up with public sector undertakings for the purpose.”

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