DSP Mutual Fund along with Outdoor Specialist Agency Milestone Brandcom, from the house of Dentsu Aegis Network (DAN) has unveiled a quirky outdoor campaign to build awareness on ‘Dynamic Asset Allocation Funds’ (DAAFs) category. With a bold headline ‘Markets Fluctuate’ printed upside-down on outdoor across 70 Towns, the ingenious campaign has made heads turn across the country in a visually disruptive way.
The campaign focuses on showcasing Dynamic Asset Allocation Funds a medium to reduce stress while investing, caused by market ups and downs. DAAFs invest in equity as well as debt instruments while adjusting the proportion (asset-allocation) dynamically based on a model, to help investors deal with surprise market fluctuations and therefore earn a smoother investing experience.
Aditi Kothari Desai, Director & Head-Sales and Marketing, DSP Investment Managers said, “The idea behind this campaign is to grab attention and build awareness for Dynamic Asset Allocation Funds across potential cities/towns for mutual fund investments all over India.”
With bold headlines printed upside-down on prominent billboards, the campaign aims to convey the simple educational message: ‘Markets fluctuate, be prepared with Dynamic Asset Allocation Funds’. The campaign is spread over strategic Out-of-Home sites across 70 Towns, around business locations targeting office goers and entrepreneurs. They have been hand-picked to garner maximum Impact + Reach + Conversations around the city. A rich media mix of formats have been incorporated to lend a wider dimension to the campaign.
The campaign is supported and amplified by innovative OOH media solutions depicting the main message ‘Markets Fluctuate’ strongly. Seesaw installation on Billboard; LED screen installation showing a moving, fluctuating market graph on bus shelters; Arrow installation on Bus shelter; Bottom-up Markets Fluctuate LED letter installation on top of bus shelters are few examples.
In addition, the agency created an experiential OOH idea, a MOVING CAR-ON-CAR drove around Mumbai’s financial hub BKC to showcase the campaign in a creative and innovative way. This helped garner tremendous attention and generated conversations among commuters and office goers in Mumbai. It received a strong and positive response on social media.
Aditi Kothari Desai further added, “As a brand, our endeavour is to create stand-out marketing campaigns and our aim is to make finance fun along with being bold and having a creative approach. Perhaps we are the first Indian brand (across industries, and not just financial) to take this bold step of keeping the main headline ‘Markets Fluctuate’ written upside down. Our main aim is to communicate the truth behind the markets, in a memorable and attractive way. This creative device very quickly communicates that anything can turn upside down and one should be prepared.”
Nabendu Bhattacharyya, CEO & MD, Milestone Brandcom commented, “The sole purpose of advertising is to create disruption and deliver the brand message in a simple yet effective way. Most people are alien to the world of mutual funds, and hence shy away from investing. The idea of writing the headline upside down is big and bold, and I’m sure it would help communicate the brand message in a memorable way.”
The campaign has received a lot of positive feedback across the country and suggests that people are really noticing DSP Mutual Fund’s communication.