Birla Sun Life Mutual Fund: Laxmi Papad

M&C Saatchi

Entry Information

Country where program ran: India
Program start date: 01/02/13
Program end date: 03/02/13
Advertiser/Client Name: Birla Sun Life Mutual Fund
Product/Service Description: Mutual Funds that invest in debt or equity markets indirectly
Category: Financial Products and Services (FPS)

Strategy

Business problem

Tier-2 towns are a huge untapped market for investments. A majority of the audience in this segment believes only in nationalised savings banks, even though the rate of interest is low and one's savings don't multiply. Birla Sun Life Mutual Fund's Recurring Savings Plan is ideal for this conservative audience, as it allows them to save small amounts of money regularly (in safe debt funds) which can grow into a larger corpus. But how could we demonstrate these benefits to the Tier-2 audience in an easy-to-understand, relatable manner?