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Tag: Aditi Kothari

  • 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

    Milestone Brandcom unveils new campaign for DSP BlackRock MF

    By A Correspondent

     

    Milestone Brandcom has created a pan-India, high intensity outdoor campaign for DSP BlackRock Mutual Fund for their ‘India T.I.G.E.R’ fund.

     

    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 asMumbai, 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.

     

    Imtiyaz Vilatra
    Aditi Kothari

    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 Mutual Fund has brought on board BBH India to handle its creative mandate

    BBH India wins DSP Blackrock Mutual Fund

    By A Correspondent

     

    DSP BlackRock Mutual Fund has appointed BBH India to handle its creative mandate. The pitch was called for in June 2013 and involved six other agencies:  JWT, McCann, TBWA, Publicis, Ogilvy and Saints & Warriors.  BBH India will now be solely in-charge of developing the brand architecture and the brand positioning with DSP BlackRock, rolling out of the engagement modules across traditional and new age platforms that are consumer and distributor focused.

     

    On the win Aditi Kothari, Executive Vice President and Marketing Head at 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 recognized this last year and hence brought in a strong focus to build the brand globally. We at DSP BlackRock also understand this well and recognized the need to position ourselves the right way to the new, emerging India. Our pitch process was tough, since we knew that our new creative agencywill 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”

     

    Subhash Kamath

    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.”

     

    Russell Barrett, CCO and Managing Partner BBH said on the pitch: “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. There’s nothing more satisfying than that. Now, we need to translate this win into great, creative, market moving work.”

     

    On the win Sanjay Sharma, Head Planning said, “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.”