In the last 50 years, more than forty of the world’s leading mutual fund brands have set up shop in India. In spite of this, the average Indian household invests very little in mutual funds. Potential investors have always shied away, mostly due to impatience for quick returns and fear of risk.
Realizing that the main cause of this widespread apathy was a lack of awareness about mutual funds, Birla Sun Life Mutual Fund launched an investor education campaign - Janoge, tabhi toh Manoge! (Only when you know, you’ll believe!).
Consisting of commercials across national television, radio spots, direct mailers and on-ground activation, the campaign needed a digital face.
We had a challenge on our hands. The need of the hour was to change the public perception of mutual funds. The task at hand was not just investor education, but investor empowerment. One thing was for sure - if we were to educate a listless audience about mutual funds, things had to be kept simple, easy to understand, and most of all, fun!
Through research, we identified three key barriers that prevent people from investing in mutual funds – impatience for quick returns, the misconception that a lot of money is required to invest in mutual funds, and lastly, the perception that mutual funds are extremely risky. These misconceptions needed to be broken.
Instead of delivering discourses about the benefits of mutual funds, we decided to draw parallels to real life situations that people could actually relate to. With a parallax design approach that enabled the user to effortlessly explore through interactive info-graphics, the customer was encouraged to embark on his own journey of discovery!
By perfectly complementing the overall strategy, the website became the hub of the investor education campaign. It successfully differentiates itself from similar offerings of other players, building brand recall and affinity for Birla Sun Life Mutual Fund.
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