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സ്വര്‍ണം സ്വന്തം കഥ പറയുന്ന സ്വര്‍ണ വായ്പാ ക്യാംപയിനുമായി ഫെഡറല്‍ ബാങ്ക്
കൊച്ചി: സ്വര്‍ണം തന്നെ സ്വന്തം കഥ പറയുന്ന വേറിട്ട സ്വര്‍ണ വായ്പാ പരസ്യവുമായി ഫെഡറല്‍ ബാങ്ക്. പലിശ നിരക്ക്, വേഗത്തിലുള്ള ലഭ്യത തുടങ്ങിയ സ്വര്‍ണ വായ്പാ പരസ്യങ്ങളിലെ പരമ്പരാഗത ചേരുവകളെ പൊളിച്ചെഴുതി, സ്വര്‍ണം കുടുംബങ്ങളിലുണ്ടാക്കുന്ന പരിവര്‍ത്തനങ്ങളേയും അതിന്റെ വൈകാരിക മൂല്യങ്ങളേയും സ്വര്‍ണം തന്നെ കഥപോലെ പറയുന്നതാണ് ആറ് ഇന്ത്യന്‍ ഭാഷകളിലായി ഇറക്കിയ ഈ പരസ്യ ജിംഗിളുകളുടെ ഉള്ളടക്കം.
കുടുംബങ്ങളില്‍ ഏറെ മൂല്യം കല്‍പ്പിക്കപ്പെടുന്ന സ്വര്‍ണം തലമുറകളിലേക്ക് കൈമാറ്റം ചെയ്യപ്പെടുമ്പോള്‍ അതിനുണ്ടാകുന്ന വൈകാരികവും സാമ്പത്തികവുമായ പ്രാധാന്യം തിരിച്ചറിഞ്ഞാണ് ഫെഡറല്‍ ബാങ്ക് ഈ ഗോള്‍ഡ് ലോണ്‍ ക്യാംപയിന്‍ അവതരിപ്പിച്ചിരിക്കുന്നത്. മിതവ്യയക്കാരും സാഹസികരുമായ ഉപഭോക്താക്കളെ ആകര്‍ഷിക്കുന്നതാണ് ഈ പരസ്യം. അഭിലാഷങ്ങള്‍ നിറവേറ്റാന്‍ സ്വര്‍ണത്തെ എങ്ങനെ സമര്‍ത്ഥമായി ഉപയോഗപ്പെടുത്താമെന്നും ഈ ചിത്രം പറയുന്നു.
”നാം സ്വന്തമാക്കുന്ന ഓരോ തരി സ്വര്‍ണവും നമ്മുടെ ജീവിതത്തിലെ അസുലഭ നിമിഷങ്ങളെ ആഘോഷിക്കാനും അടയാളപ്പെടുത്താനും ഉദ്ദേശിച്ചുള്ളതാണ്. ഈ പ്രയാണത്തില്‍ പലഘട്ടങ്ങളിലും സ്വര്‍ണത്തിന് രൂപാന്തരങ്ങള്‍ സംഭവിച്ച് നമ്മുടെ അഭിലാഷങ്ങളും ലക്ഷ്യങ്ങളും നിറവേറ്റിത്തരുന്ന ഒന്നായും അനിശ്ചിതത്വങ്ങള്‍ നിറഞ്ഞ സമയങ്ങളില്‍ സുരക്ഷാ കവചമായും മാറുന്നു. സ്വര്‍ണത്തിന്റെ ഈ ശക്തിയെ മികച്ച രീതിയില്‍ ഈ ക്യാംപയിന്‍ ആവിഷ്‌ക്കരിച്ചിരിക്കുന്നു. വീട്ടില്‍ വെറുതെ കിടക്കുന്ന ഒരു ആഭരണം എന്നതില്‍ നിന്ന് സ്വര്‍ണത്തിന്റെ ഉപയോഗയോഗ്യതയേയും മൂല്യത്തേയും പുതിയ തലങ്ങളിലേക്ക് ഉയര്‍ത്തുന്നു,” ഫെഡറല്‍ ബാങ്ക് ചീഫ് മാര്‍ക്കറ്റിംഗ് ഓഫീസര്‍ എം വി എസ് മൂര്‍ത്തി പറഞ്ഞു.
പ്രമുഖ പരസ്യ ഏജന്‍സിയായ ഒഗില്‍വി ആണ് ഫെഡറല്‍ ബാങ്കുമായി ചേര്‍ന്ന് ഈ ക്യാംപയിന്‍ രൂപകല്‍പ്പന ചെയ്ത് നിര്‍മിച്ചത്. സാധ്യതകള്‍ക്കനുസരിച്ച് രൂപാന്തരം പ്രാപിക്കാനുള്ള അസാമാന്യ കഴിവാണ് സ്വര്‍ണത്തിനുള്ളത്. ഒരിക്കലും തൊട്ടുകൂടാത്ത വിശുദ്ധ സ്വത്തായി സ്വര്‍ണത്തെ കാണുന്ന പൊതുബോധത്തെ വെല്ലുവിളിച്ച്, സ്വര്‍ണത്തിന്റെ സാധ്യതകളെ നേരിട്ട് മനസ്സിലാക്കി കൊടുക്കുകയാണ് ഇതിലൂടെ ലക്ഷ്യമിട്ടത്. സാമ്പത്തിക ലക്ഷ്യങ്ങള്‍ നിറവേറ്റാന്‍ സ്വര്‍ണത്തെ എങ്ങനെ ഉപയോഗിക്കാമെന്ന പുതിയൊരു ചിന്ത കൊണ്ടുവരാന്‍ ഇതു സഹായിക്കുമെന്ന് പ്രതീക്ഷിക്കുന്നു,” ഓഗില്‍വി മുംബൈ എക്സിക്യുട്ടീവ് ക്രിയേറ്റീവ് ഡയറക്ടര്‍ രോഹിത് ദുബെ പറഞ്ഞു.
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