Following a multi-agency pitch, DSP BlackRock Mutual Fund has brought on board BBH India to handle its creative mandate.
The pitch was called for in June and involved six other agencies, namely, JWT, McCann, TBWA, Publicis, Ogilvy, and Saints & Warriors, shared an official release.
On awarding the business to BBH India, Aditi Kothari, Executive Vice President and Marketing Head, DSP BlackRock Mutual Fund said, “We believe that marketing can no longer remain a support function in the financial services world. It can truly bring differentiation and deliver business impact in the new world, if done the right way. BlackRock had recognised this last year and hence, brought in a strong focus to build the brand globally. Our pitch process was tough, since we knew that our new creative agency will play an important role in laying down the foundation of a strong communication strategy. We are confident of achieving our objectives with our new partner BBH India.”
BBH India will now be solely in-charge of developing the brand architecture and the brand positioning of DSP BlackRock, rolling out of the engagement modules across traditional and new age platforms that are consumer and distributor focused.
Commenting on the win, Subhash Kamath, CEO and Managing Partner, BBH said, “We are absolutely delighted that DSP BlackRock has awarded us the account; it was a great pitch to win. In today’s economic situation, proper investment planning is becoming crucial for everyone and we are looking forward to partnering DSP BlackRock in meeting these challenges.”
On the pitch itself, Russell Barrett, CCO and Managing Partner, BBH said, “All of us here at BBH had an absolute blast working on this pitch. That we had so much fun working on it, reflected in the work presented at the pitch itself. Now, we need to translate this win into great, creative, market moving work.”
Sanjay Sharma, Head - Planning, BBH added here, “Financial services communication is a sea of sameness. Despite a challenging regulatory framework, we feel there is a definite opportunity to introduce new ideas, new conversations that capture people’s imagination, and make them see the category differently. We are delighted to partner DSP BlackRock.”
For the record, DSP BlackRock Mutual Fund has investment products such as equity schemes, hybrid schemes, fixed income schemes, funds of funds schemes and fixed maturity plans for investors.
BBH India manages a portfolio of diverse clients and brands that include Unilever, Marico, Diageo, Skoda, Red Bull, Acer, Movies Now and World Gold Council, among others.