Tag: Salil Vaidya

By A Correspondent

DHFL Pramerica MF has unveiled its latest campaign #unlockwithELSS on its Equity Linked Savings Scheme (ELSS)– DHFL Pramerica Tax Savings Fund. The campaign targets the young investor looking for tax saving solutions through a combination of a web video, web banners and educational content. This campaign has been developed in house by the marketing team much like the successful SIP campaign that was developed in house. The campaign will be using social media extensively and has been kick started on Facebook and Youtube.The digital campaign will also be complemented by an on ground activation that will attempt to educate prospective investors on the benefits of investing in a Mutual Fund E.L.S.S.

Speaking about the campaign, Salil Vaidya, Director and CMO, DHFL Pramerica Asset Managers added, “We uncovered a wonderful opportunity wherein a strong consumer insight was not being exploited by the industry and our competitors. Young investors are particularly wary of being locked into any commitment for long without having any exit window. Moreover almost every tax specific communication has stayed in the generic area of stating the obvious i.e. they help in saving tax. We saw a clear opportunity of differentiating ourselves from other tax planning options and from other mutual fund brands. Our creative idea evolved from this thinking as we positioned our product using an unexploited category benefit.”

By A Correspondent

DHFL Pramerica MF has unveiled a digital campaign to reach out to young investors with a series of video and banner ads urging them to invest in an SIP. Developed inhouse by the marketing team, the campaign will be using social media extensively and has been kickstarted on Facebook and Youtube. The campaign has already managed to garner over 20 million video impressions till date and has seen very strong acceptance within the target audience.

Speaking about the campaign, Salil Vaidya, Director and CMO, DHFL Pramerica Asset Managers added: “Our research clearly showed that the understanding of Mutual Funds and S.I.P is quite healthy amongst the investor community and there is a huge interest in Systematic Investing. Moreover what is heartening is the attitude of younger investors towards mutual funds as they see mutual fund investments as a long term wealth building avenue, giving them access to expertise with periodic, manageable investments.  Given our aspiration to connect with retail investors, we chose to use SIP Kiya Kya? as the message to target young investors.”