Prudential Investment Managers “The forest man of India” ad demonstrates the power of consistency
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Prudential Investment Mangers has launched its latest television commercial, “The Forest Man of India”.

The commercial, which was filmed on Mājuli island, North-East India and directed by Oscar-winning filmmaker, Asif Kapadia, tells the humble story of Jadav Payeng who, since 1979, has single-handedly planted over 1400 acres of trees to save his home from being washed away by the Brahmaputra River. Jadav continues to plant every day and is now known as The Forest Man of India.

Old Friends Young Talent was briefed to find a true-life story that demonstrates the power of consistency. Jadav’s mission to save his Indian island home of Mājuli, whilst facing harsh elements and with limited resources, demonstrates the power of how small consistent increments of behaviour over time, can add up, in the end, to something extraordinary.  Jadav’s consistent focus on reaching his desired outcome also lies behind Prudential’s success in building wealth for its clients. 

“The similarities of Jadav’s story and Prudential is quite remarkable,” says Prudential Investment Managers Head of Marketing, Sumayya Davenhill. “Thirty-eight years of commitment has seen Jadav save his land from the mighty Brahmaputra, and in turn grow the most magnificent forest that I have ever seen. At Prudential, short-term conditions don’t matter to us, we ignore the daily bad news and the ups and downs of the market. Instead we focus on using the same successful investment process to ensure that with time our clients achieve their goals”.

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The power of one individual acting consistently can be huge. A group of people acting consistently can change the world. No matter how much you invest, and what day-to-day challenges you feel, Prudential Investment Managers believe that consistency is the only currency that matters.

“Sometimes we get the chance to tell really incredible stories. When those stories line up so beautifully with a client’s philosophy, you can make magic. Jadav’s story is the ultimate expression of one person acting consistently to achieve extraordinary results,” says OFYT’s National Creative Director, Chris Gotz.

The TV commercial will be followed by a radio campaign flighting in South Africa and Namibia, and will be supported with a digital, social and trade print campaign.

To learn more about Prudential Investment Managers or to explore more about Jadav Payeng and his story, visit





About Old Friends Young Talent
Old Friends Young Talent (OFYT) is a unique union of almost 130 years of advertising and marketing experience in the form of seasoned professionals combined with loads of enthusiastic, young talent drawn from historically disadvantaged backgrounds.  All the ingredients to produce fresh, involving, original and indigenous South African work.  OFYT’s young talent come from design schools, ad schools, Technikons and universities.  The live in the townships, the city and the suburbs. They are the creative pool and more.  They are also an insight factory, tasked to gather intelligence and insights where they live, among their pals, peers and neighbours.