Birla Sun Life Mutual Fund: Laxmi Papad

This case study describes a campaign by Birla Sun Life Mutual Fund, the financial services company, which targeted Tier 2 towns in India with a savings product.

Birla Sun Life Mutual Fund: Laxmi Papad

M&C Saatchi

Entry Information

Country where program ran: IndiaProgram start date: 01/02/13Program end date: 03/02/13Advertiser/Client Name: Birla Sun Life Mutual FundProduct/Service Description: Mutual Funds that invest in debt or equity markets indirectlyCategory: 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...

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