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Mirum India Wins First Effie Award

06/04/2018
Advertising Agency
San Diego, United States
33
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Agency picks up Bronze in the Interactive Category for 'Mutual Funds Sahi Hai'

Mirum India has scored its first ever Effie Award, winning a Bronze in the Interactive Category for their “Mutual Funds Sahi Hai” campaign for client Association of Mutual Funds in India (AMFI). The campaign significantly delivered on its key objective to grow the base of mutual funds investors. The work showed how mutual funds could be made less complex to everyday Indian investors, addressing the many misconceptions and doubts they had about investing in mutual funds.

Sanjay Mehta, Joint CEO of Mirum India, said, “The Mutual Funds Sahi Hai campaign has indeed been a matter of great pride for us. At Mirum, we always aim to create a measurable difference to the business of our clients, and this campaign exemplifies that.”

Traditionally, Indians said no to mutual funds because of their complexity. To help guide them through the process, the Sahi Hai campaign spoke to them in a language they could understand. Thus, the art of conversation was born, simple lingo that explained mutual funds.

The user journey started in print, radio and television commercials, and moved into digital, where the inclusive conversations began, the objective being to shift the perception of Indians about the relative value of mutual fund investments compared to other asset classes like bank deposits, real estate, direct investments into stocks, etc.

Mirum India’s intuitive strategy was exemplified on the campaign website MutualFundsSahiHai.com, which anticipated the journey of users and provided information they needed to start investing. Utilising simple and short videos that showcased the potential reasons why some people did not invest in mutual funds, and continuing on a guided journey for prospects by providing related answers to queries  – each time ensuring that the content was short and easy to understand – Mirum took prospects on a virtual tour that convinced them they were “ready to invest!”

The Mutual Funds Sahi Hai campaign closed the loop by leading users to start investing with Mirum India's AMC partners. Snackable content featuring short videos, eye-catching infographics, video graphics and GIFs ensured that even new users and non-investors could relate to mutual funds. The campaign was also supported by strong content and engagement on social platforms, including Facebook, Twitter and Instagram.

Utilising social listening tools, Mirum intercepted queries and doubts users were posting across social media, and interacted and conversed with potential investors on those platforms in a way they understood and appreciated. The campaign also went hyperlocal, targeting prospects such as the aspirational traveller and the future car owner with relevant communication about how mutual funds could help them deliver on their aspirational goals. Considering the size of India and the large number of languages spoken, Mirum expanded the conversation to other geographies, translating the campaign to multiple Indian regional languages.

“For an industry that showed very slow growth on the investor base over the last 20 years, to have now seen upwards of 25% growth in investors, and over 30% growth in assets under management, is a huge achievement,” said Sanjay Mehta. “We believe that the digital strategy we implemented has played a significant role in achieving these results.

“We’re very happy to have won an Effie for this campaign, which is really the measure of effectiveness that we seek for our clients."

With this great new campaign, Mirum India showed how to take investing in mutual funds from a “thumbs down" to "thumbs up” for India’s everyday investor. 

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