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Indians have traditionally been reluctant to talk about financial planning and personal investment freely. In order to bring about a behavioral change and spread awareness on important aspects of financial planning and investment, Aditya Birla Sun Life Mutual Fund and Aviva collaborated with HT Brand Studio to produce an Investor Education and Awareness program in the form of a short web series - Friday Finance.

Friday Finance Season is a slice-of-life fictional series that revolves around three old-time friends who catch up every Friday, be it at a café or somebody’s house. Their conversations center around their jobs, relationships, future plans, and, most importantly, finances. Conversations about money help demystify various financial products, while also reinforcing how life’s goals and human aspirations are tied to sound financial planning.

The web series was hosted on a microsite developed for HT main website. Social media platforms were used to amplify the campaign to reach a larger and relevant audience.

HT Brand Studio is a native advertising and creative content agency. As part of HT Digital, the team ideates, creates and markets content for partner brands that are looking to engage with the audience across HT Digital’s news platforms.

One of the episodes:

The campaign performance

The average views per post:

27x views than the publisher industry

1.7x views than branded content – HT

14x views than mutual funds/finance platforms

Average engagement per post:

6x engagement than publisher industry

3x engagement than branded content – HT

8x engagement than mutual funds/finance platforms

The campaign helped increase brand awareness for both Aditya Birla Capital and Aviva Life Insurance which can be seen from an increase in search volumes. The episodes were released in the month of Nov’19 and Dec’19 and during the same time an increase was observed in keyword search volume* related to both brands.

KS Rao, Head - Investor Education and Distribution Development, Aditya Birla Sunlife AMC, said, “We take this opportunity to profoundly thanks and appreciate great work from team in conceiving and executing ‘Friday Finance’ series. We are so glad that HT Brand Studio was able to translate the problem statement (Getting millennials educated and excited about investing in MF) into an effective solution through a fiction series that millennials connected with and engaged.”

How has your content initiative made a difference to the brand’s purpose? Have a case study to showcase your great work and get noticed? Write in to Tejal Parmar at