DSP Blackrock recently executed a brand campaign to ease the financial worries of investors and to effectively inform the target group of the brands Tax Saver Fund. The rationale behind this communication was the concern that many investors have with respect to lack of information about tax saving instruments along with the stress building up due to time running out to invest before FY ending.
DSP BlackRock capitalized on this opportunity and decided to target their brand communication to the audiences in an effective manner by playing on the ‘emotional factor’. The creative was clean, simple and OOH friendly – focusing on giving investors what they needed most – Hope to still invest in the right investment tool. The campaign communication was ‘You still have time to save tax’.
Milestone Brandcom executed this all pervasive campaign for DSP Blackrock across 50+ cities. Mumbai, Delhi, Bangalore, Kolkata, Hyderabad, Chennai, Pune and Ahmedabad were among the major metros.
An assortment of large format media vehicles combined with all possible unconventional formats were employed for the campaign, like, cab branding, bus panels, double decker bus wrap, station panels, Volvo bus wraps and metro trains branding to name a few. In addition to this, for the first time ever, a mutual fund brand used tricycle branding in major corporate hubs and roadshows for Meru cabs. With over 2000+ media touch points & approximately 4.5+ lacs sq.ft. of exhaustive vinyl ensured that the entire country was plastered with DSP.
The campaign began in the first week of February 2016 and continued for 3-4 weeks.
“Mutual funds are considered to be a great investment option which offers you both, security and growth. It’s an effective way for investors to participate in financial markets in an easy, low-cost fashion. The media mandate to Milestone Brandcom was to create awareness on DSP Blackrock’s range of mutual fund investments and bring DSP on TOM recall while investing. The core communication objective was to build salience for the brand and maximize impact through high visibility and scale. To make sure that we reached the right audiences, we tapped every nook and corner of the cities, ensuring no stone was left unturned. We adopted the dominance strategy and executed a high intensity, all pervasive OOH plan across the key target markets. We ensured brand presence along every key arterial route and important transit junction, even the transit medias,” said Imtiyaz Vilatra, Founder Member and Managing Partner of Milestone Brandcom.
Commenting on the campaign, Abhik Sanyal, Vice President and Head- Consumer Marketing, DSP BlackRock Investment Managers said, “Our communication objective was to simply inform the masses about our solution to their tax saving needs and also to make them feel at ease, given that there still is some time left to save tax for the financial year. The brief given to the agency was to build brand salience using the high impact Out-of-home medium as a canvas. The campaign, executed by team Milestone, left no arterial route or OOH media in our target markets without our commanding brand presence. We have been receiving positive feedback from across quarters, which gives me the confidence that this campaign will perhaps be a critical enabler in terms of both business as well as brand momentum. Through the month of February, our brand reach will have received a tremendous boost since we were potentially visible to crores of customers across the country. Milestone Brandcom has delivered an excellent campaign right from the early planning stages all the way down to the actual execution.”