The Brief

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. This group happens 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.

Creative Execution

Dreams on Swaddles helped deliver the message regarding the need for a long-term mutual fund investment in an unforgettable manner. We chose a deeply emotional moment to seed the message that a long-term mutual fund investment could secure a child’s dreams. It made new parents look beyond the present needs of the child and plan for the child’s future in advance. 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.

Describe the creative solution to the brief/objective.

The target audience was 30-35 year old working professionals who earned enough to invest but still didn't consider a long-term mutual fund investment. IDFC Mutual Fund wanted to reach out to this section of people and convince them about the benefit of a long-term mutual fund investment. This group happened to contain the most number of new parents. Dreams on Swaddles was designed to deliver the message to them in an unforgettable manner. When parents received their newborns and infants wrapped in Dreams on Swaddles, they realized how their child’s dreams could be secured if they invested in advance.

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.