Mumbai: DSP Mutual Fund has launched a digital investor awareness campaign for its Multi Asset Allocation Fund category, encouraging investors to look beyond recent returns and better understand the role such funds play in long-term portfolio construction.
The campaign comes amid rising investor interest in multi-asset funds. According to data cited by the fund house from the Association of Mutual Funds in India (AMFI), Multi Asset Allocation Funds accounted for 27% of net inflows into equity-oriented schemes during the January-March 2026 quarter, up from 21% in the previous quarter and 6% in the corresponding period last year. DSP Mutual Fund said the number of investors transacting in the category has tripled over the past year.
The asset manager said the campaign is based on its analysis of more than 100 investor search queries, which indicated that investors generally fall into two broad categories. One group, described as “Return Seekers”, primarily evaluates funds based on recent performance and rankings, while another, termed “Diversifiers”, focuses on portfolio allocation, diversification and long-term investment objectives.
Based on these insights, DSP has developed separate communication journeys tailored to each investor profile. Rather than delivering a single message, the campaign directs users to content aligned with the intent behind their online searches, aiming to improve understanding of the category before investment decisions are made.
The fund house said artificial intelligence (AI) was used to analyse investor search behaviour and organise queries at scale, enabling it to create more relevant content while addressing the different expectations investors bring to the category.
The campaign will run across digital search, display advertising, social media and audio platforms, including Google, Meta, LinkedIn, X, Spotify, RED FM, Reddit, Tickertape and CRED, targeting investors across metropolitan areas and the country’s top 20 cities.
Commenting on the campaign, Manish Rathi, Head – Direct and Institutional Marketing, DSP Mutual Fund, said, “When we analysed how investors were searching for Multi Asset Allocation Funds, we found they weren’t all looking for the same answer. Some were evaluating recent returns, while others were trying to understand how the category could fit into their portfolio. Rather than speaking to everyone the same way, we wanted our communication to reflect those different starting points. If the campaign helps investors ask better questions and develop more realistic expectations of what Multi Asset Allocation Funds are designed to do, we believe it has achieved its purpose.”
