Association of Mutual Funds in India: The path to purchase Mutual Funds

The Association of Mutual Funds in India (AMFI) ran a hyper-targeted digital campaign, using proprietary data to categorise and track users from awareness to conversion, in order to attract new investors and increase its audience.

Campaign details

Brand: Association of Mutual Funds in IndiaBrand owner: Association of Mutual Funds in IndiaAgency: dentsu X - CubicMarket: IndiaIndustries: InvestmentMedia channels: Online video, Programmatic displayBudget: No budget

Executive summary

The Association of Mutual Funds in Indian (AMFI) is a body composed of multiple asset management companies. To be neutral, campaign KPIs were typically limited to awareness, not leads/conversions. A programmatic campaign was designed to create multiple owned and controlled audience sets, channel them from awareness to investment, and map conversions with the help of rich...

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