DSP BlackRock Investment Managers hasannounced the launch of #UnfixYourMoney, a new digital campaign to promoteDSP BlackRock Money Manager Fund.
The campaign highlights the fixed mindset that plagues many of us while making use of our hard-earned money.
Said Aditi Kothari Desai, EVP and Head – Sales, Marketing &E-Business, DSP Black Rock: “Change is always difficult, but it is essential for real progress. Most of us find it easy to stick to what we know and have experienced earlier, not realizing that the world is changing and there is almost always a better way to do things. We see this play out the most with the Indian preference for traditional savings instruments. But when there are new age solutions that can ‘fix’ this problem, why not ‘unfix’ your thinking and make the right move? Our DSP Black Rock Money Manager Fund is a great investment tool for those looking beyond traditional saving options as it not only offers the potential of better tax efficient returns, but with the instant redemption facility, goes a step further with its promise of instant withdrawal and access. So why keep your hard earned money idle? Make it work hard for you.â€
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.â€
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.”
LinkedIn – the world’s largest professional network with more than 14 million inIndia- is furthering its commitment to help brands build a more effective follower ecosystem in a business context with the launch of LinkedIn Targeted Updates and Follower Statistics. LinkedIn has signed on a select group of early release partners – including DSP Blackrock, AT&T, Dell, Microsoft, and Samsung Mobile – who will be immediately using these new follower tools.
With these new offerings, this initial group of marketers will have access to the most robust targeting and analytics capabilities for their campaign initiatives on the platform from their LinkedIn Company Pages. They will be able to create hyper-focused follower lists – based on several targeting criteria, including Industry, Seniority, Job Function, Company Size, Non-company Employees, and Geography – to which they can deliver highly relevant content to increase engagement.
In addition, marketers will also have self-service access to an insights dashboard that will further support their efforts by allowing them to assess their follower acquisition efforts; track engagement metrics, including likes, shares, comments, and percentage engagement, over time; and review their followers’ demographic information.
LinkedIn Targeted Updates and Follower Statistics, through the hyper-customization of messages and campaign performance analysis it provides, is enhancing the LinkedIn follower ecosystem and the ability of brands to communicate with their most impactful audiences on the platform.
LinkedIn’s Unique Follower Ecosystem:
LinkedIn’s follower ecosystem has been designed to enables marketers to: identify and acquire the right followers; more effectively engage and communicate with followers on a regular basis via relevant content; and analyze and optimize the impact of their follower relationships.
LinkedIn’s Follow Company Button:
LinkedIn Targeted Updates and Follower Statistics’ launch follows on the heels of the introduction of the LinkedIn Follow Company button – the first phase of LinkedIn’s follower ecosystem strategy in February. It facilitates engagement through a button added to businesses’ Web pages and other marketing materials.
Also 63 per cent of LinkedIn members expect companies to have a presence on LinkedIn. Members “following†companies and want to maintain these relationships: 70 per cent of LinkedIn members follow or would follow companies on LinkedIn; two out of three LinkedIn followers (64 per cent) would follow companies “indefinitelyâ€; followers are active on LinkedIn (global).
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.
