National Stories

Sundaram Mutual Fund’s quirky outdoor campaign to spread awareness on NFO

07, September, 2022

Aarti Pahwa, New Delhi

The month long campaign executed across 100 cities and towns across India, created a lot of buzz and the impact got louder day by day.


After a three-month halt, new fund offerings (NFOs) have made a strong comeback with asset management companies launching mutual fund schemes. Sundaram Mutual recently announced the launch of its new open-ended equity scheme, Sundaram Flexi Cap Fund. The new fund offer (NFO) invests across sectors, in large, mid and small cap stocks, without any restrictions on allocation across cap curves. It opened for subscription on 16 August and closed on 30 August.

To create a context for a bigger announcement and ensure that communication reaches to maximum people Sundaram Mutual came up with an OOH campaign for its new open-ended equity scheme, Sundaram Flexi Cap Fund. The media campaign was executed by ABC consulting, a brand custodian of Sundaram Mutual Fund for over 15 years in association with Walk The Talk. 

Campaign Details

The campaign has been executed in 100 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.

To complement the communication, large format outdoor mediums were used in more than 100 cities across the country and in Tamil Nadu, especially Chennai, where large format (billboards) are banned, the agency took the media inside metro stations to cater to the high footfall metro traffic and a few other legal media like Railway over bridges and bus shelters. Commercial locations and Airports were important destinations to tap the fund audience. Hence, a mix of media was taken along with traditional OOH formats. Since the campaign was spread in phases the media placements were also categorised accordingly to get an optimum ROI keeping in mind the TG movement.

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.

Key Quote

Ajit Narasimhan, Chief Marketing Officer, Sundaram Mutual said, "Rebecca of ABC Outdoor Services has been our outdoor media partner for over 15 years and has always given us the best options for our campaigns. The new product featured everywhere we looked, and that is a testament to her skills in the business."

Rebecca Anita King, Managing Partner, said, "The satisfaction you get from your work when brand custodians are happy is immeasurable. Sundaram Mutual has always been special to me, and any appreciation from them always makes me feel good! I couldn't have pulled off this widespread campaign so efficiently without their trust and the support of my partners, Nikhil Verma and his like-minded team from Walk the Talk Communications."

Tags :  OOH Sundaram Mutual Fund Ajit Narasimhan Rebecca Anita King ABC Consulting Nikhil Verma Walk the Talk Communications


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