We have used digital, TV, cinemas, print to we have leveraged those media and to help us communicate the message of mutual funds across tier 2, tier 3 cities.
Three takeaways worth carrying forward.
- 01
The way the content of mutual fund was integrated into the story line was so simple and so relatable that people lapped up those web series like anything.
- 02
On digital we have associated with a couple of web series which are very popular with the young audiences.
- 03
All of these integration helps us build a better brand recall, better brand association.
Connected to the DMAasia operating frame.
Proof
This episode connects brand purpose to credible evidence, leadership archives and field-tested marketing practice.
Access
This episode connects brand purpose to routes into communities, councils, juries and senior conversations.
Ascent
This episode connects brand purpose to learning, recognition and the next generation of marketing leadership.
AdChoices / DAA
This episode connects brand purpose to privacy-first marketing, consumer trust and responsible data use.
Unfinished Business
This episode connects brand purpose to open industry problems that still need senior participation.
Durable lessons from the record.
- Start with the consumer problem, not the channel.
- Treat digital transformation as a behaviour change, not a software purchase.
- Measure effectiveness without losing the brand story.
If brand purpose is now table stakes, what will make the brand genuinely harder to ignore?
Take it into Unfinished Business →READABLE TRANSCRIPT1,014 words
I have a smart home system at my place so when I am a few kilometers away from my home the light in my home goes up and my kids know that dad's around. So mutual funds are traditionally viewed as an extremely complex and risk associated category. How you kind of simplify this and increase you know the approachability and penetration in marketing? Sure. So when we sat down to brainstorm for the campaign you know the agency and as we realized that why when people sit down friends, colleagues, family sit down and they talk about things,
they talk about movies, they talk about you know gold, they talk about real estate but they never talk about mutual funds. Right. Mutual funds are never part of the conversation. So we thought okay the whole idea was to you know simplify mutual funds make them a part of your daily conversations. So the whole route that we adopted for our TVCs was a conversational route, a slice of life approach where two friends, two you know two colleagues are talking to each other in a very realistic environment like you know in an office canteen or in a beauty parlor.
Right. And talking about mutual funds and why they should be investing in mutual funds. We started with breaking myths that were around mutual funds that it is only for the big people for you need a large amount to invest. Those are the kind of myths that we broke in the initial stages. And then as we progressed we started getting into okay how do you select a mutual fund, what type of funds are available. To support all of this we had a website with over 150 articles, 20 videos, we run the campaign in 8 different languages.
So all of this helped to create an environment where a user could come get more information about mutual funds, make them seem not you know make them feel that mutual funds are not really complex. And then to add to it the industry stakeholders then took it from there. Right. The EMC's, distributors, financial investment advisors, all of them then hand hold the investors who come to them, explain to them their product and help them make an informed decision. So your campaign on mutual funds sahi hai that actually has, it is a good case study and has
some great numbers. Can you share some insights on the back of that? In terms of reach on digital we have reached almost 100 million people. On Facebook of our TG that is the core male 20 to 50, we have almost touched 90 percent of the TG with our communication. Since our core TG is male in the age of 25 to 50, we have used sports as a category over the last year very effectively. And when we use sports we do not just advertise on sports, we integrate with the sport.
So with Pro Kabadi we used the Pro Kabadi players in our ads talking about their own financial problems. We were the first brand to use them in a TVC. When we tied up with FIFA we did a segment called sahi a segment of the day. All of these integration helps us build a better brand recall, better brand association. On digital we have associated with a couple of web series which are very popular with the young audiences. The way the content of mutual fund was integrated into the story line was so simple and so relatable
that people lapped up those web series like anything. We have got really good traction on those. So how successful have you been in spreading the adoption of mutual funds beyond the top 10 metros? Since like I told you we run the campaign in 8 different languages. We have reached out every looking corner of the country. We have used digital, TV, cinemas, print to we have leveraged those media and to help us communicate the message of mutual funds across tier 2, tier 3 cities.
The adoption, the pace of adoption of mutual funds in these tier 2, tier 3 cities has been much faster than the past since the campaign started. Overall there has been a 10 percent increase in the number of folios that is the number of mutual fund accounts and the ticket size of mutual funds in tier 2, tier 3 cities has gone up by 10 to 15 percent. So the campaign has been quite successful in moving that. The other factor that we look at is the number of distributors that have come up in these tier
two tier 3 cities which also has gone up by a decent size which means that people are now looking at mutual funds as a career opportunities in these because they see that more and more people are investing in mutual funds. In the smaller cities we are also running a BTL campaign called Jan Levesh where we are going out and in person we are talking to we get 150, 200 people in one place. We talk to them about mutual funds, we educate them about mutual funds and we make them take a pledge to invest at least a day's income in mutual funds every month.
What do you do when you are not working? I am a tech geek so you will probably see me researching new gadgets, new phones. I have a smart home system at my place so when I am a few kilometers away from my home the light in my home goes up and my kids know that dad is around somewhere. That's what I typically do. I am a tech geek so I am a tech geek so I am a tech geek so I am a tech geek so I am a tech guy. I am a tech geek so I am a tech geek so I am a tech geek so I am a tech geek so I am a tech