Birla Sun Life Mutual Fund

  
   We partnered the client in developing a non traditional marketing communication approach using affinity groups, tactical activity in new markets, creating new synergies between various channels and ensuring asset retention in a notoriously volatile segment; in addition to providing traditional agency support in advertising, events, DM and allied activities.

   Birla TOP 100 Fund: A Giant Investment.

  
   VGC’s objective was to help BMF build its corpus through Birla TOP 100 Fund. The Fund invests only in companies, who by virtue of their size are stable, and hence good to invest in. To educate investors about how important the size of the company is while investing, the ad showed basketball players, where the taller player had the advantage. The line said ‘It pays to have the Big Boys on your size’. In response to the campaign, The New Fund Offer netted a giant figure of Rs. 620 crores – the highest ever collected in an NFO by the company.

   Tagging investors through Birla GenNXT Fund.

  
   India's economy is booming, as young consumers earn and spend more. BMF launched GenNext, a fund which invests in the sectors that will grow as a result of this. The visual showed price tags and the line said ‘Benefit from the Buying Power of Indian Youth’. It communicated India is headed for a consumer boom that will power many businesses, which in turn will lead to investors’ capital appreciating. GenNext’s New Fund Offer netted Rs. 500 crores and 55,000 applicants.