DSP Mutual Funds is one of India’s largest Asset Management Companies. They have a
diverse portfolio of active and passive funds backed by design to optimize returns.
They are a sophisticated, focused brand that aims to make investing simple yet
relevant. Trusted by thousands and backed by an Indian financial giant, they strive
to help others begin their investing journey.
The world of mutual funds is rather bland with preachy communications. Our goal was
to make investing relatable to young Indians. The challenge? To bridge the gap
between the complexities of finance and the aspirations of youth. We had to find a
way to appeal to them in a way that would build their basic financial understanding
and get them pumped up to invest.
To connect with millennials, we chose something they would resonate with, TV shows.
Our strategy would create content that engaged with them on a level they understood
while educating them.
That’s when The TV Series Campaign came to life. We gave our take on beloved shows
by combining them with financial insights, such as 13 Reasons Why Not, wherein we
gave the audience the reasons for them to start investing. We laid the foundation,
strengthened the concept, educated them about the fundamentals, and sealed it with a
simple yet strong CTA of “Invest” all through TV shows. Besides this, we focused on
pushing selective posts to a well-suited audience, targeting topical and trending
content that informed them while maintaining fun elements.