Birla SunLife Mutual Funds: Ungli Uthao Paise Ko Jagao

Aditya Birla Financial Services, a financial services company, encouraged Indians to install its Active Account app by using influencers to start a conversation on social media.

Campaign details

Brand: Birla SunLife Mutual FundsLead agency: Mindshare India Pvt.Ltd.Region: APAC

Objectives

Aditya Birla Financial Services wanted to be the change agent and revolutionize the way India saves money today, through its digitally dynamic solution - The Active Account App. This meant a behavioral change by challenging the stereotype of saving in FDs etc., and introducing simpler, safer and more lucrative financial instruments.

Target audience

When it comes to saving money, we Indians have a very traditional outlook, and majorly prefer the conventional Savings A/c, FDs, RDs etc.

  1. AA 25-35 years age band, ready...

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