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DSP Mutual Funds launches this year’s creative OOH punch

By Pray Jani - December 06, 2019

The mutual fund investment company spends big on OOH media, taking over various digital and static formats across 70 markets

DSP Mutual Funds makes an interesting case of Market fluctuations with a catchy OOH campaign looking to build awareness and education on the ‘Dynamic Asset Allocation Funds’ category. Given that the fluctuations won’t go away, it is a good idea for investors to adjust one’s perspectives and stay balanced to deal with volatility. The brand wants to establish that Dynamic Asset Allocation Funds help reduce stress around marketing volatility, answering questions in the minds of investors, helping them invest peacefully.

Executed in 70 cities, the campaign’s creative is the hero which surely grabs the attention of the masses with a bold headline, printed upside-down on each format. The idea is to drive home the rhetoric around the market reality that ups, downs and fluctuations are a way of life in the stock market.

The campaign has been running on metro pillars, gantries, large format hoardings among traditional OOH options, wherein, the campaign is also running on Mumbai Metro static & digital media and, suburban train stations in Mumbai. A large LED screen over the metro ticket counter at Andheri metro station is a highly eye-catching site. Moreover, the transit media space is also well utilized, with the brand taking many BQS media, and digital cabtop media. The latter makes for high visibility in the South Mumbai region.

 Talking about the campaign, 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. 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’re expecting that this creative and media strategy will give rise to curiosity and conversations on DAAFs.”


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