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DSP Mutual Fund’s quirky outdoor campaign “Markets Fluctuate” to spread awareness on DAAFs

27, December, 2019

Aarti Pahwa, New Delhi

The month long campaign that ran towards the end of November all the way through early December 2019 across almost 70 cities and towns across India, created a lot of buzz and the impact got louder day by day.
  • Unipole | Traditional Media #MG Road, Delhi
    Media Price: INR 3,50,000 PM
    Contact Person: Ashok Chopra | Magnum OOH
    Contact Details: +91 9811817185 | info@primeimpex.com
  • Billboard | Traditional Media #MG Road (Gurgaon), Gurgaon
    Media Price: INR 40,000 PM
    Contact Person: | Ad Growth Media
    Contact Details: |
  • Billboard | Traditional Media #Ashok Marg, Lucknow
    Media Price: INR 60,000 PM
    Contact Person: Rajneesh Rawat | Origins Advertising (P) Ltd.
    Contact Details: +91 9839177000 | info@origins.co.in
  • Unipole | Traditional Media #Andheri WEH, Mumbai
    Media Price: INR 6,00,000 PM
    Contact Person: Arvind Bhandari | Minimax Ads Pvt.Ltd
    Contact Details: +91 9930050050 | bhandari@minimaxads.com
  • Smart Bus... | Traditional Media #New link Road, Mumbai
    Media Price: INR 1,25,000 PM
    Contact Person: Veena | Symbiosis Advertising
    Contact Details: +91 9820555055 | symbiosisadvertising@gmail.co
  • Smart Bus... | Traditional Media #New link Road, Mumbai
    Media Price: INR 1,25,000 PM
    Contact Person: Veena | Symbiosis Advertising
    Contact Details: +91 9820555055 | symbiosisadvertising@gmail.co
  • Door Branding | Cabs Media #Mumbai Cabs
    Media Price: INR 5,00,000 PM
    Contact Person: Raghu Khanna | CASHurDRIVE
    Contact Details: +91 9311593114 | raghu@cashurdrive.com
  • Billboard | Traditional Media #Alam Bagh, Lucknow
    Media Price: INR 55,000 PM
    Contact Person: Rajneesh Rawat | Origins Advertising (P) Ltd.
    Contact Details: +91 9839177000 | info@origins.co.in
  • Billboard | Traditional Media #VIP Road, Lucknow
    Media Price: INR 90,000 PM
    Contact Person: Gaurav Gupta | AD INDIA
    Contact Details: 9839066507 | adindiaadvertising1@gmail.com
  • Unipole | Traditional Media #Bhandari Bridge, Amritsar
    Media Price: INR 75,000 PM
    Contact Person: Vinay Joshi | Shri Durga Publicity Service
    Contact Details: +91 9872773792 | joshi.advt@gmail.com
  • Foot Over... | Traditional Media #Mohali, Chandigarh
    Media Price: INR 1,75,000 PM
    Contact Person: Ashok Kumar | Taksh Media
    Contact Details: +91 9915719585 | takshmedia@gmail.com
  • Unipole | Traditional Media #Trillium Mall, Amritsar
    Media Price: INR 80,000 PM
    Contact Person: Priyanka | Unison Advertising Pvt. Ltd.
    Contact Details: +91 9599199164 | priyanka@unisonadvertising.co
  • Unipole | Traditional Media #Chotti Baradari, Jalandhar
    Media Price: INR 1,25,000 PM
    Contact Person: Vinay Joshi | Shri Durga Publicity Service
    Contact Details: +91 9872773792 | joshi.advt@gmail.com
  • Unipole | Traditional Media #Mohali, Chandigarh
    Media Price: INR 1,25,000 PM
    Contact Person: Biswadeep Dutta | Selvel Media Services Pvt Ltd
    Contact Details: +91 9814004330 | selvelchandigarh@gmail.com
  • Unipole | Traditional Media #Bus Stand , Jalandhar
    Media Price: INR 85,000 PM
    Contact Person: Kanwar Inder Singh | Advantage Advertising
    Contact Details: +91 9878300975 | kanwar.advantage@gmail.com
  • Unipole | Traditional Media #Mall Road, Ludhiana
    Media Price: INR 2,75,000 PM
    Contact Person: Shavinder Sandhu | LeafBerry Ads Pvt Ltd
    Contact Details: 9814400911 | shavindersandhu@gmail.com , S
  • Unipole | Traditional Media #ISBT, Amritsar
    Media Price: INR 75,000 PM
    Contact Person: Vinay Joshi | Shri Durga Publicity Service
    Contact Details: +91 9872773792 | joshi.advt@gmail.com
  • Gantry | Traditional Media #Mohali, Chandigarh
    Media Price: INR 1,75,000 PM
    Contact Person: Ashok Kumar | Taksh Media
    Contact Details: +91 9915719585 | takshmedia@gmail.com
  • Gantry | Traditional Media #Mohali, Chandigarh
    Media Price: INR 1,60,000 PM
    Contact Person: Jaskirat Singh | Atlas Outdoors
    Contact Details: +91 9216888888 | atlasoutdoors.ldh@gmail.com
  • Atrium Signage | Mall Media #Elante Mall, Chandigarh
    Media Price: INR 4,50,000 PM
    Contact Person: Shavinder Singh Sandhu | Lead Ads
    Contact Details: +91 9915100911 | shavindersandhu@gmail.com
  • Gantry | Traditional Media #Railway Station, Chandigarh
    Media Price: INR 3,25,000 PM
    Contact Person: Vinay Joshi | Shri Durga Publicity Service
    Contact Details: +91 9872773792 | joshi.advt@gmail.com
  • Unipole | Traditional Media #Dugri, Ludhiana
    Media Price: INR 1,75,000 PM
    Contact Person: Shavinder Sandhu | LeafBerry Ads Pvt Ltd
    Contact Details: 9814400911 | shavindersandhu@gmail.com , S
  • Unipole | Traditional Media #Ghumar Mandi, Ludhiana
    Media Price: INR 1,75,000 PM
    Contact Person: Shavinder Sandhu | LeafBerry Ads Pvt Ltd
    Contact Details: 9814400911 | shavindersandhu@gmail.com , S
  • Billboard | Traditional Media #Nishatganj, Lucknow
    Media Price: INR 37,500 PM
    Contact Person: Rakesh Valmiki | India Outdoor Advertising
    Contact Details: +91 9821238880 | indiaoutdoor@gmail.com
  • Billboard | Traditional Media #Aminabad, Lucknow
    Media Price: INR 66,000 PM
    Contact Person: Mahendra Dev Dixit | Sigma Trade Wings
    Contact Details: +91 9415501901 | stwings@stw.co.in

Introduction

W

e all know that equity investments are for long term and we also know that this asset class will give good returns only when we stay invested for the long term. At the same time, markets can go down anytime so your portfolio also needs an element of low-risk investments such as debt instruments. But who will teach you when to enter and exit perfectly? How will teach you how to invest smartly and in what kind of instruments? For common investors, one of the big headaches is sitting on too much information. In our daily lives we find many suggestions from the friends, families and self-suggested experts. But you still feel scared whether to go ahead and invest, or wait and watch. So the major questions in all investors' minds are- When, Where and How much? The answer is a smart mutual fund category called ‘Dynamic Asset Allocation Funds', or DAAFs.

To make your life simple when it comes to investing, DSP came up with an OOH campaign to build awareness and education on the ‘Dynamic Asset Allocation Funds' (DAAFs) category. The media campaign was executed by Milestone Brandcom.

Campaign Details

The brand launched the campaign utilizing many prominent sites all across India, through an eye-popping outdoor creative with an upside-down headline to drive home the market reality: ups, downs, and fluctuations are a way of life at the stock market.

DSP Mutual Fund's outdoor advertising really stood out and was successful in breaking the clutter, purely with the help of a powerful creative idea, backed by a strong, strategic media plan. The Milestone team handpicked impactful sites to sync it well with the surroundings and the movement of the audience that the brand wanted to capture. The media units vividly helped build the ‘Dynamic Asset Allocation Funds' (DAAF) category through the eye-catching creative.

While the creative itself was powerful, what made the lasting impact is undoubtedly the strategy backed planning used for the campaign. The team had mapped the relevant TG, their congregation and their typical day part analysis to develop the best plan that could potentially yield the most effective impact.

In addition, the agency created an experiential OOH idea, a MOVING CAR-ON-CAR drove around Mumbai’s financial hub BKC to showcase the campaign in a creative way. This helped garner attention and generated conversations among commuters and office goers in Mumbai. It received a strong and positive response on social media.

Key Quote

Aditi Kothari Desai, Director & Head - Sales and Marketing, DSP Investment Managers said, "Our endeavour to create stand-out marketing pieces continues with this outdoor awareness campaign, following on to our Dancing Uncle DAAFs video campaign, that went viral earlier this year. The idea behind this campaign is to grab attention and build awareness about this product category while contextualising it to the truth behind the markets in a simple, memorable, visual manner. We genuinely believe DAAFs are a worthy addition to investors' portfolios and our advisors' recommendation lists at all times - given that markets always operate in cycles: with constant fluctuations. We're expecting that this campaign will give rise to curiosity and conversations on DAAFs."

Past Experience of Milestone Brandcom

Milestone Brandcom has also executed campaigns for the below mentioned clients in the past:

Tags :  Milestone Brandcom DSP Mutual Fund Markets Fluctuate Aditi Kothari Desai

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