Hurry up: Milestone Brandcom for DSP BlackRock

14 Mar,2013

By A Correspondent


Worried about how to invest your money in the right place at the right time? Who isn’t? It is this thought that the recent brand campaign by DSP BlackRock aims at, by encouraging more investors to plan their finances as soon as possible.


Milestone Brandcom executed the campaign for DSP BlackRock, a joint venture between the DSP Group and BlackRock, by playing on the ’emotional factor’. The creatives focus on events in daily life which should be done ‘sooner rather than later’. The campaign communication is ‘Start Investing Early – Because some things should be done sooner, rather than later.’


The campaign was executed across 35 cities. Mumbai, Delhi, Bangalore, Kolkata, Hyderabad, Chennai, Pune, Ahmedabad were among the major metros. An assortment of large format & unconventional formats were employed for the campaign. With over 1400 media touch points & 900000 sqft. of exhaustive vinyl ensured that the entire country was plastered with DSP BlackRock!


“The core communication objective was to build salience for the brand and maximize impact through high visibility and scale. To ensure the right audiences were reached, we executed a high intensity, all pervasive OOH plan across the key target markets. We ensured brand presence along every key arterial route & important transit junction across the 35 cities,” said Imtiyaz Vilatra, Founder Member & Managing Partner, Milestone Brandcom.


Commenting on the campaign Aditi Kothari, EVP and Co-Head of Marketing, DSP BlackRock Investment Managers Pvt Ltd said, “The campaign, executed by team Milestone, left no arterial route or media without our brand presence. The work done on OOH is a critical success factor in the number of leads and enquiries for DSP BlackRock and to an extent even the investments generated during the campaign period. Milestone Brandcom has delivered an excellent campaign right from planning to execution.”



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