Birla Sunlife Active Account: Awakening mankind and its money

Insurance company Birla Sunlife launched a mobile app in India to counter the barriers that prevent people from using mutual funds as opposed to other savings instruments.

Campaign details

Brand: Birla Sunlife Active AccountBrand owner: Aditya Birla Sun Life Asset Management Company Lead agency: TaprootCountry: IndiaIndustries: InvestmentMedia channels: Online display, Radio & audio, Search marketing, Television, Word of mouth, advocacyBudget: 1 - 3 million

Executive summary

Despite decades of investments by mutual fund brands, people in India continue to use traditional instruments such as bank deposits, insurance, and small-savings schemes. Birla Sunlife Active Account was an investment innovation that tackled this investor inertia. This mobile application juxtaposed an integral and familiar interface of a bank...

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