Contracts & Investments

Milestone Brandcom gets DSP Blackrock India T.I.G.E.R Fund to roar in the outdoor

The outdoor campaign covered 500 touch points in Mumbai, Delhi, Bangalore, Pune, Ahmedabad, Surat, Rajkot and Baroda

Published

June 24, 2014

Milestone Brandcom, the largest OOH agency in India, recently created a
pan-India, high intensity outdoor campaign for DSP BlackRock Mutual Fund
for their’India T.I.G.E.R’ fund that lasted 15 days.

The
campaign’s tagline’The tiger is ready to roar’ encapsulates the essence
of this aggressive sectoral fund that invests in companies that benefit
from infrastructure growth and economic reforms. Starting on June 2,
the outdoor campaign had a total of 500 touch points in cities such as
Mumbai, Delhi, Bangalore, Pune, Ahmedabad, Surat, Rajkot and Baroda;
spreading awareness about this product amongst the investing population.

The campaign brief was to reach out to both existing investors
as well as potential ones, who believe in the idea of development and
growth, and highlight this 10 year old offering from DSP BlackRock. The
campaign was well received and helped create brand recall and reignite
interest in this product among the target group and the industry.

Speaking
about the campaign, Imtiyaz Vilatra, Founding Member & Managing
Partner, Milestone Brandcom, said, “Creating visibility for the
T.I.G.E.R Fund was very challenging as there are many mutual fund
companies in the market with multiple products. We had to create a niche
for DSP BlackRock Mutual Fund as it is one of the premier financial
brands in the country to leave a lasting impression on the target
audience. We were able to create and deliver upon a comprehensive high
intensity campaign across 8 cities while breaking away from the clutter
and retaining brand essence for the product and so far the results have
been very positive.

Aditi Kothari, Head of Marketing at DSP
BlackRock, said, “We have been working with Milestone for a number of
years and they have never fallen short of delivering upon our
expectations. When we spoke to them about an outdoor campaign for our
product, they worked tirelessly to help us launch our campaign. This
campaign really helped us showcase this product and our brand in the
market and the feedback has been very encouraging. I feel that this has
been one of our strongest and most appreciated campaigns till date and
business results are now showing.