HIGH
ENGAGEMENT
RECEIVED
Bajaj Finserv, India’s leading NBFC, was set to make a business marketing campaign for Mutual Funds, with focus on SIP investments.
To begin with, Mutual Funds as a financial product is not easy to describe or understand. To add on, the usefulness of SIP investments over a long period had to be shown in real-life terms, and not merely told.
Challenge
To effectively highlight the benefits of SIP investments in Mutual Funds for India’s Tier-2 and Tier-3 demographic.
Our Approach
We wanted to simplify a complex topic like Mutual funds through vintage children’s stories.
Solution
We recreated a series of children’s fables accompanied by minimal, yet striking, line-art.
We came up with a perfect hashtag
An idea began to formulate of integrating the idea of SIP investments with fulfilling one’s long-term dreams. Juxtaposing the fact that SIP investments are small amounts, and one’s long-term goals are big dreams, we landed on the hashtag that perfectly fit the campaign message: #ChhotiSIPBadeDreams.
The campaign instantly became much clearer: If you invest in small amounts every month, you will fulfill all your big dreams—whether it was buying your dream car, purchasing a family home, paying for your child’s education, planning your daughter’s marriage, or even an early retirement.
Striking line-art visuals and poetic approach made it memorable
Accompanied by minimal, yet striking, line-art to illustrate vintage children’s stories, we designed creatives that were simple and clearly weaved the campaign message into stories. We also took on a poetic approach to the copy to fit the theme of old fables. The campaign, with its additional sustenance posts, further propelled the messaging that the pre-buzz and launch created.
Backed by a brilliant PPC campaign across Google Display Network, Facebook/Instagram and Youtube channels, we garnered considerable traction that led to a great success in terms of impressions and conversions alike.
CAMPAIGN SUCCESS
The campaign’s creative simplicity contributed to its overall success, making it a standout campaign in Fifth Estate’s portfolio.
