The category of mutual funds was a low penetrated category at a mere 2% in the Indian market. Indians traditionally have a lower investment in financial assets as compared to other investment avenues. The primary objective, therefore, was to bring Mutual Funds into consideration as a set of investment instruments. To create strong brand recall, Mutual Funds created ‘Always On’ approach. SMART remarketing was used to retarget all audience buckets based on their behaviour on the website and social media channels. Integration of mainline (TV & OOH campaign) with digital to maximize campaign reach was one of their main strategy. 60% people recalled AMFI campaign messages: ‘everyone can invest’; ‘start with ₹500’; ‘for long and short term needs’. They were on display 24×7 and hence the increased brand recall which ultimately helped us achieve the stellar numbers.
April 01, 2017