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Reach For Better

Entered in Financial Services, Branded Content, Short Form Video, Storytelling, Video


Franklin Templeton Investments (India), one of the leading fund houses in the country, in partnership with The Better India, Asia's largest impact-media platform, launched a six-part video series titled "Reach for Better" where through 6 films we showcased 6 values that one should imbibe to Reach For Better in their lives as well as with their investments - Stay resilient, Start early, Have a goal, Never too late to begin, Step up consistently & Seek guidance.

To ensure the authenticity of the stories and to convey the message in most effective way - we decided to let the story take the centre-stage. Using a docu-style format, we showcased the journey of each protagonist in the most compact yet enlightening way, while powerfully delivering the brand's message.

Each protagonists' narrative was woven in a way that emphasis on the respective value did not go amiss, enabling easy delivery of the core brand message.

By using real life storytelling, we were able to deliver the message about mutual fund investment in a far more convincing way, thereby paving the way for better engagement and meaningful conversations about life and Investments with the audience.

Each video received around 3 MN views, of which 40% views were organic. Videos received high engagement, engaging in meaningful two-way conversations!

Strategy and Execution

Phase 1:

The campaign was launched with the first-look teaser, unveiling of the microsite & social media build up using posts to generate curiosity. The teaser video was natively promoted across all platforms - Website, Microsite, Facebook, Youtube, Twitter & Instagram.

Soon after, we started the launch efforts for the 6 videos. For each story, we created the first-look poster to build a dedicated set of followers towards the series. This was followed by the launch of the main video on Facebook & Youtube, with build up posters going out on Twitter & Instagram. We followed this up with a quote post - an intriguing piece of dialogue from the video, targeted to audience that hadn't engaged with the video / series yet, allowing us to widen the audience base following the series.

Phase 2:

After the launch of 6th video an engagement driven activity was launched wherein we utilised latest social feature like stories, IGTV, polls and 'Ask question' to natively engage with users emphasizing on the 6 values highlighted in the video series.



With 6 Anchor Videos & over 50+ supplementary content pieces created, the campaign reached over 50 Million people, clocked in 27+ Million views & triggered over 130K conversations.

The campaign has been recognized by Brand Equity, Afaqs, Social Samosa, Business world, Ad Age India, Campaigns of the world and other major advertising & media platforms in India.

Episode One of Reach For Better series, Stay Resilient ft. Kajal Brahmavar received over 5.9M views on Facebook, with 0.17MN engagement.

Episode Two, Step Up Consistently ft. Shankar Chandrashekar received 3.79M views on Facebook, with over 0.6MN engagement.

Episode Three, Start Early ft. Shikanto Mandal received 4.46M views with over 0.12M Engagement.

Episode Four, Never Too Late ft. Baby Haldar received over 5.30M views on Facebook with 0.07M engagement.

Episode Five titled, Seek Guidance ft. Biplab Paul, received 4.56M views and more than 0.07M engagement.

Episode Six titled, Have a goal ft. Pabiben Rebari, received 3.73M views and over 0.08M engagement.


Video for Reach For Better

Entrant Company / Organization Name

Franklin Templeton Investments India


Entry Credits