Join the investment power of millions

İş Portföy, one of Turkey's leading asset management companies, launched its major new brand image campaign, "Fon Alayım" (Invest in Funds), designed to democratize investment and connect millions with the collective power of fund investing. Addressing the local insight that many view fund investment as complex or elite, İş Portföy aimed to position its broad spectrum of funds—suitable for every risk profile—as accessible to everyone. The campaign creative is a dynamic, musically-driven commercial that features a diverse cast of everyday citizens taking control of their finances. For maximum cultural resonance, the production utilized a powerful, modern rendition of "Ayı" (Bear), one of the most famous songs by legendary Turkish artist Barış Manço. This familiar track, coupled with the new slogan "Yatırımın İş Gücü Seninle" (Your Investment Power), reinforces the brand's 25 years of expertise and supportive partnership. The overarching brand strategy was developed by Flamework, with the creative concept and execution handled by Jester İstanbul. The commercial was produced by Film Hakika. The comprehensive media plan is currently running across TV, Out-of-Home (OOH), Radio, and Digital Platforms.