Summary
In our campaign for SIP, we wanted to keep this interest in mutual funds alive by highlighting the continued benefits of investing; we wanted to make SIPs more desirable. So we reminded them that irrespective of what life throws their way, they can always make a new beginning - a new Shuruaat - towards their dreams. Hence Karo #ShuruaatSIPse
Challenge
In a normal world, urging potential investors towards SIP investments would be an interesting creative challenge; in a world economy redefined by the pandemic, it's a daunting creative hurdle. That hurdle could be effectively tackled by speaking to people's most important reasons to invest –to realize their hopes and dreams for their future, and that of their loved ones. No matter how the world changes, people will always want a home to call their own, give their children the best opportunities, retire comfortably, and chase a multitude of other long-held dreams. A global pandemic notwithstanding, people will always work towards these dreams. This year, perhaps a push, an encouragement in the right direction was the need of the hour.
Objective
To urge people to stay invested and make new investments for their future, through SIPs in mutual funds.
Strategy
With no scope for traditional video shoots, we had to innovate in order to create a video with the potential for lasting impact. We made a digital film that visually shows how future dreams could look like, with a Shuruaat today. In the film, we see different individuals in different stages of their lives, looking at mirrors that reflect their accomplished dreams back at them.
Data
Over the past few years, conversations around mutual funds have become commonplace. A larger demographic has opened up to the idea of building wealth through mutual funds. Due to pandemic, there was a gradual decrease in the continuation of SIPs and new accounts.
Solution
How do we urge the regular investor to not only stay invested during market volatility but also to invest more? We remind them that irrespective of what life throws their way, they can always make a new beginning - a new Shuruaat - towards their dreams. A new #ShuruaatSIPSe. To demonstrate the same, We created a digital film through still images, stitching together a narrative of investing today for tomorrow's dreams. The idea was to show a glimpse of tomorrow to help them start investment today.
Results
For this campaign, we used a mix of social, desktop & mobile innovation content and news portals to promote our film and our messages. Our appeal to keep planning for future dreams, irrespective of how the world changes today, seems to have resonated with people – the results speak for themselves! • 117, 603, 195 impressions • 6,493,760 views • 4, 129, 603 Audience engagement • 1,063, 312 clicks • 815, 609 link clicks And what's more, new SIP registrations have seen a significant increase – a 97% increase to be precise, from the first half of FY2020 to the first half of FY2021.
