The creative piece is one of a series of “Fundas” (Fundamental Concept) or Investment tips, being presented by the advertiser. Playing on the cyclical movements of the stock indices, the ad depicts the typical investor experience, as perceived, by the non-investors.Acting on the nonqualified “hot tip” ending up investing when the stock is hitting peak value and then watching the stock price tumble.Convincing the average consumer that “burning your fingers in stocks” is not due to the market itself, but due to lack of investing knowledge and the time it takes for an average consumer, going through the usual channels, to learn about the market and respond to it.The sign-off is: Rely on Prudential ICICI expertise and invest in The Growth PlanSeeing the effectiveness of this concept, the client had the online ad execution translated for offline media (Ogilvy&Mather created Outdoor and Television spots) backing the Internet creative (total media valued $20,000) with about $800,000