Mumbai, May 09, 2025: This Mother’s Day, ICICI Prudential Mutual Fund unveils its latest brand campaign, “माँ सब जानती है” – a heartfelt tribute to mothers who instinctively know what’s best, not only for their children’s lives but also for their futures.
Rooted in the insight that mothers possess a unique blend of intuitive and practical wisdom, the campaign humorously captures the dynamic between a young, overconfident son and his sharp, pragmatic mother. Through light-hearted banter and gentle confrontations, the mother emerges as an unlikely voice of financial prudence— nudging her son from merely “saving” to smartly investing his money through a Systematic Investment Plan (SIP) in a mutual fund.
The film opens with the son dreaming big— envisioning vacations abroad, quitting his job to start a business, and purchasing a luxury car; all based on limited savings. But each time, his mother grounds him with witty remarks like, “Tere liye Manali hi theek hai,” and “Tere liye yehi job theek hai.” Her dry wit is not just humor— it subtly highlights a deeper message: evolving one’s financial habits is essential to achieving real growth.
The turning point arrives when the mother gently challenges her son: “Tumne apne paiso pe bhi toh limit laga rakhi hai. Sirf ‘savings’ ki aadat hai… investment ki nahi.” She then introduces him to ICICI Prudential Mutual Fund to unlock the growth potential of savings by investing in mutual fund through SIPs.
With the campaign’s tagline, “Savings ki aadat badloge nahi, toh badhoge nahi,” ICICI Prudential Mutual Fund delivers a powerful message — in today’s world, merely saving is not enough; purposeful investing is key to long-term wealth creation.
Abhijit Shah, Chief Marketing & Digital Business Officer, ICICI Prudential AMC said, “This campaign beautifully weaves emotion with education. Mothers turn hopes into plans with unwavering support and smart decisions, helping kids convert their dreams into realities. Through a relatable and light-hearted banter between a mother and her son, we hope to inspire individuals to go beyond habitual saving and embrace the power of investing in mutual funds for a stronger financial future.”
