Brief Explanation

In India, people consider mutual funds as short-term investments. IDFC, Mutual Fund, wanted to change that perception because mutual funds perform better over long-term. The target audience was 30-35 year old working professionals who earn enough to invest but still do not consider a mutual fund investment.

The Brief

IDFC Asset Management Company Ltd. was established in 2000 and is already one of the largest mutual fund houses in India. In a relatively short span of time, it has developed a robust network to deliver consistent value to its investors across India.

Results

Interest in IDFC Mutual Fund as a long term investment plan rose perceptibly in new parents. The activity generated a very fertile database of prospective policy holders and led to a 17% conversion ratio.

How the final design was conceived

This target audience happened to contain maximum new parents. So we decided to deliver our message through an entirely new medium. IDFC Dreams On Swaddles were designed and distributed to select hospitals across the country. The front of the blanket was printed to resemble the uniforms of a doctor, pilot, biker, astronaut, each symbolizing the future a child could have, if only parents planned in advance. Newborns and infants were wrapped in Dreams on Swaddles and handed over to parents. We chose an emotional moment to seed a memorable message - that a long-term mutual fund investment with IDFC could secure a child’s dreams.

Indication of how successful the outcome was in the market

Interest in IDFC Mutual Fund as a long term investment plan rose perceptibly in new parents. The activity generated a very fertile database of prospective policy holders and led to a 17% conversion ratio.