Platinum Outdoor rolls out a campaign for ABSMF

Platinum Outdoor, a unit of Madison World, helps Aditya Birla Sunlife Mutual Fund raise awareness for their innovative Multi Asset Allocation Fund category. By utilizing a strategic media mix, this campaign was successfully able to capture audiences' attention across 17 cities.

Platinum Outdoor leveraged the power of out-of-home media to position Aditya Birla Sunlife Mutual Fund as a leading player in the investment landscape, with a primary objective of enhancing awareness and fostering consideration among the target audience. A variety of high-traffic locations were identified for the campaign to ensure visibility and impact. These locations included arterial roads, intersections, and residential enroute areas.

To ensure that the brand's message reached consumers in diverse environments, from busy urban hubs to travel gateways, multiple media formats were utilized, including billboards, bus queue shelters, DOOH (Digital Out-of-Home) metro internal panels, and airport branding. DOOH media was maximized by leveraging large format and video-based creatives to capture passersby's attention. A wide spectrum of media coverage across 17 cities including top 8 metros and tier 2 markets and 1000+ media units have left a lasting impression and built positive brand perceptions among consumers.

Speaking on the campaign, Darshana Shah, Head - Marketing & CX, Aditya Birla Capital said, “At Aditya Birla Capital, the attempt has always been to simplify people's money needs but with a compelling story, every time. With this Investor education campaign, we wanted to highlight the fact that diversification of portfolio is the key to manage market volatility and risks. And, how investing in a 3-in-1 'Multi Asset Allocation Fund' can give you benefits of three assets classes - Equity, Debt and Gold together, with a possibility of growth and stability. We are happy to get associated with Platinum Outdoor and their efforts indeed emphasise the advantages of our #3in1TohInvestmentDone campaign"

Dipankar Sanyal, CEO, Platinum Outdoor and MRP also commented, “Aditya Birla Capital effortlessly ticks all the boxes when it comes to executing a remarkable outdoor campaign. Our teams have been exhilarated by the opportunity to strategize and implement such a grand-scale campaign. The impact that the campaign has already made on the brand is nothing short of extraordinary”.

Platinum Outdoor is a part of Madison World, India’s largest homegrown communication agency established in 1988, that operates several brands in OOH including MOMS, Activation specialist - Madison TURNT, Rural specialist - Anugrah Madison and Retail Specialist – MRP. Platinum Outdoor handles marquee clients like Tata Motors, Vi, Parle Agro, Campus Shoes, Square Yards, Zee5, L&T Housing and Havells amongst many others. Madison World through its 11 Units served last year, as many as 500 Advertisers.