DSP Blackrock unveils campaign on Tax Saver Fund offering

10 Mar,2016

By A Correspondent


With the communication objective to ease financial worries of investors and to effectively inform the target group of the brand’s Tax Saver Fund, DSP Blackrock has executed its latest brand campaign. 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 the campaign across 50+ cities.  Mumbai, Delhi, Bangalore, Kolkata, Hyderabad, Chennai, Pune, 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 sqft. of exhaustive vinyl ensured that the entire country was plastered with DSP! The campaign began on 1st week of February’16 and continued for 3-4 weeks.


Imtiyaz Vilatra

“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 & 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 & important transit junction, even the transit media,” said Imtiyaz Vilatra, Senior VP, Milestone Brandcom.


Abhik Sanya

Commenting on the campaign Abhik Sanyal, AVP Marketing, DSP BlackRock Investment Managers said, “Our communication objective was to simply inform masses to relax as we had the perfect solution to their tax saving trouble – DSP BlackRock’s Tax Saver Fund. The brief given to the agency was to build brand salience using the Out-of-home medium as a canvas. The campaign, executed by team Milestone, left no arterial route or media without our brand presence. The work done on OOH will be a critical success factor in the number of leads & enquiries & investments generated. Milestone Brandcom has delivered an excellent campaign right from planning to execution. As a result of this campaign, the brand has received great accolades from competition & other agencies alike. Through the month of February, DSP has reached out to millions of investors across the country & brand reach has received a tremendous boost.”


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