Milestone Brandcom, the largest OOH agency in India, recently created a pan-India, high intensity outdoor campaign for DSP BlackRock Mutual Fund for their ‘India T.I.G.E.R’ fund that lasted 15 days.
The campaign’s tagline ‘The tiger is ready to roar’ encapsulates the essence of this aggressive sectoral fund that invests in companies that benefit from infrastructure growth and economic reforms. Starting on June 2nd, 2014, the outdoor campaign had a total of 500 touch points in cities such as Mumbai, Delhi, Bangalore, Pune, Ahmedabad, Surat, Rajkot & Baroda; spreading awareness about this product amongst the investing population.
The campaign brief was to reach out to both existing investors as well as potential ones, who believe in the idea of development and growth, and highlight this 10 year old offering from DSP BlackRock. The campaign was well received and helped create brand recall and reignite interest in this product among the target group and the industry.
Speaking about the campaign, Imtiyaz Vilatra, Founding Member & Managing Partner Milestone Brandcom said, “Creating visibility for the T.I.G.E.R Fund was very challenging as there are many mutual fund companies in the market with multiple products. We had to create a niche for DSP BlackRock Mutual Fund as it is one of the premier financial brands in the country to leave a lasting impression on the target audience. We were able to create and deliver upon a comprehensive high intensity campaign across 8 cities while breaking away from the clutter and retaining brand essence for the product and so far the results have been very positive.”
Aditi Kothari, Head of Marketing at DSP BlackRock said, “We have been working with Milestone since a number of years and they have never fallen short of delivering upon our expectations. When we spoke to them about an outdoor campaign for our product, they worked tirelessly to help us launch our campaign. This campaign really helped us showcase this product and our brand in the market and the feedback has been very encouraging. I feel that this has been one of our strongest and most appreciated campaigns till date and business results are now showing.”
DSP BlackRock India T.I.G.E.R. Fund (The Infrastructure Growth and Economic Reforms Fund) is an open ended diversified equity Scheme seeking to generate capital appreciation by investing in companies that benefit from economic liberalization and policies focused on infrastructure growth and economic reforms.