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DSP Mutual Fund hits the bull's eye with their new OOH campaign ‘BACHAO’

12, March, 2020

Aarti Pahwa, New Delhi

The brand recently unveiled 'BACHAO' - its latest outdoor campaign as part of their investor education initiatives to build awareness around the 'Equity Linked Savings Schemes' (ELSS) category.
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E LSS funds are in the limelight these days. Many taxpayers are wondering whether they should invest in ELSS funds this year to save taxes under Section 80C of the Income Tax Act. The doubts are fuelled by some volatility in the stock market, while some people are also wondering whether they should opt for the new flat personal tax rates next year and forego all the deductions and exemptions. In other words, they could be wondering whether they should say goodbye to ELSS funds next financial year.

Well, DSP Mutual Fund tells you one thing. If you are investing for a long period, you should ignore the current volatility and continue with your ELSS investments. Because at the end of the day, the single biggest purpose of ELSS is to help you save on tax- therefore, Bachao!

Campaign Details

DSP Mutual Fund unveiled ‘Bachao' in association with leading OOH agency Milestone Brandcom, to build awareness around the 'Equity Linked Savings Schemes' (ELSS) category, or tax saving funds, as many call them. The campaign uses a very powerful one-word headline to grab consumer eyeballs while addressing how they can benefit. The brand bases its communication philosophy on honesty and simplicity and the campaign aims to deliver on both counts, given the hard hitting and precise messaging strategy, that relies on the power of one single word- ‘Bachao'.

The campaign has been executed in a few top cities across India with a high concentration of salaried individuals and therefore, tax saving potential. Moreover, a rich media mix of formats has been incorporated by the agency to give a wider dimension to the campaign. The media mix includes formats like large format Billboards, Bus Shelters, Cabs, Unipoles, Gantry and DOOH.

Key Quote

Abhik Sanyal, Head-Consumer Marketing, DSP Investment Managers said, "Our quest for simple, meaningful and impactful communication continues with our latest category awareness campaign. Tax saving is important for anybody who earns an income, which is where the ELSS product category fits in perfectly. While we were thinking of how to grab attention and drive home the one thing that matters to almost all of us- saving money, we were also conscious that OOH creatives need to be minimal and instantly salient. Therefore, we set ourselves a challenge to capture this theme in the minimum number of words possible and our one-word headline, BACHAO, took birth. This one word is meaningful in so many ways and we hope that this messaging strategy attracts attention and connects with those who are looking to do something more with their money or are already considering ELSS but haven't invested in it before."

Speaking about the campaign, Nabendu Bhattacharyya, CEO & MD of Milestone Brandcom said, “DSP Mutual Fund has always been brilliant with their OOH creative communications & we at MILESTONE have always aimed to raise the bars higher each time. With the bold and creative communication on “BACHAO” campaign, it was essential for us to entice the investors by educating & build awareness around the 'Equity Linked Savings Schemes' (ELSS) category in time for the tax season. Hence ‘placement’ was key & we brought the campaign alive by creating a perfect mix of IMPACT & REACH through our scientific tool to entice the investors across markets.”

Introduction to Milestone Brandcom Planning tool

While the impact through media has been created by strategic media units chosen, what is making big impact among viewers, is undoubtedly the power of the creative as well as the media planning outcome from the comprehensive strategy-backed planning tools used for the campaign. The agency mapped the relevant TG, their congregation and conducted their typical day part analysis to develop the best plan that yields the most effective impact leveraging the strength of the creative.

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 Abhik Sanyal OOH Bachao


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