Getting India to SIP
- Campaign Strategy
- IP Amplification
- Digital Marketing
Traditional investor education programs stop at awareness. Our client, Tata Mutual Fund, wanted to go beyond, triggering action, with its investor education program – Desh Kare Nivesh.
Diving deep into the urban Indian psyche, we found that a majority had specific, common life goals. These demanded active financial planning. Yet, less than 4% Indians were investing in mutual funds. This inspired us to create a high-on-relatability campaign – Jab Life Mange More, Badho Mutual Funds Ki Ore.
The action-inspiring campaign was supported by a full-funnel strategy. It answered questions around – desh kyun nivesh kare, desh kahan nivesh kare, and desh kaise nivesh kare. The tri-part approach led to a flood of response from across India, leading to a sea-change in investing habits.
“As urban India experiences the next wave of investment opportunities and access to investor education programs, it’s imperative that we go deeper into the funnel. This was precisely the sentiment that saw us creating a content ecosystem for Tata Mutual Fund’s Desh Kare Nivesh IP. Preceded by a hero campaign, it perfectly addressed our client’s as well as the already-aware audience’s key needs.”
Our action-oriented approach drove more than just immediate wins. Some of the mid to long-term benefits we achieved are:
