“We intend to explore influencer marketing & traditional activation mediums”

After the success of their first Investor education and awareness program on the importance of systematic investing – Mr SIP, Kotak Mahindra Asset Management Co Ltd (Kotak Mahindra Mutual Fund) is now focusing on the various aspects and ease of investing in Mutual Funds through Balanced Advantage Funds with their latest investor education and awareness campaign – ‘Go Automatic with Balanced Advantage Funds’. This musical campaign starts with a sticky jingle, “Go Automatic”, showcasing people from various walks of life who have chosen Balanced Advantage Funds as an investment option.

Balanced Advantage Funds dynamically adjust equity and debt allocation based on market conditions, which may give the investor balanced growth. Be it first-timers, market timers or long-term investors, it is a fund for all.

Watch the ad:

https://www.youtube.com/watch?v=7rjl-dbujN0

In an exclusive interview with Adgully, Kinjal Shah, Head – Digital Business & Marketing, Kotak Mahindra Asset Management Co Ltd, sheds light on the latest campaign and how they plan to educate and increase awareness for their balanced advantage funds, the media strategy and more.

Every other brand in the mutual fund category is promoting their product. How do you plan to be different through your new campaign – ‘Go Automatic’?

This is not a product campaign, this is an investor education and awareness campaign. If you look at the ads in the mutual funds category, you will see that most of them are conversational in nature. As a result, investors find it difficult to remember them. We wanted to break through this clutter and have high recall, thus we have taken the jingle route, which is easier for people to connect with.

What’s the objective of this film and who are you targeting with this communication? Could you elaborate on the profile of this audience?

Our main objective is to help the fence sitters to start investing in mutual funds by introducing them to a product category which can give answers to most common queries that they have before investing, such as – When to invest?, How to invest?, Where to invest?, What to do with existing investments when markets are moving up and down?

This is how we thought of educating them on a mutual fund scheme category called ‘Balanced Advantage Funds’, as these funds give investors freedom from managing their investment portfolios manually, by dynamically adjusting to market volatility, which can help keep them tension free from the ups and downs of the stock market.

What were the insights that were culled out from your study and research for this campaign? How did the idea germinate and what’s your creative thought for this film?

We wanted to use a tagline that investors can easily connect with. Considering the present times, where people are surrounded by automatic devices and prefer automated solutions, we thought ‘Go Automatic’ will resonate with them and hence, the tagline – “Go Automatic with Balanced Advantage Funds”. This reiterates the fact that with this fund one need not manage asset allocation manually during market volatility.

What are your expectations from this campaign and how do you plan to measure the effectiveness of the campaign?

Our core expectation from this campaign is to see the fence sitters/ new investors start investing in mutual funds through this fund category, and the same can be measured by overall customer growth in this category across the industry.

How do you plan to engage your audience? Will you be looking beyond digital to gain the maximum mileage for this campaign?

Unlike many other industries that use innovative ways to engage their audience, in Mutual funds it is challenging considering the communication is heavily guarded to ensure there is no wrong selling or over-commitment to investors. We still intend to explore influencer marketing and some traditional activation mediums like Cab branding , Malls Parking space branding, Toll plazas branding, etc., beyond our TV + Digital heavy marketing plan to gain maximum mileage for this campaign to create maximum awareness.