MAM
Nippon India Mutual Fund targets potential consumers with AI-enabled digital ads
NEW DELHI: Nippon Life India Asset Management Limited (NAM India), asset manager of Nippon India Mutual Fund (NIMF), recently launched a first-of-its-kind geo-targeting campaign to help potential mutual fund investors connect with empanelled mutual fund distributors (MFDs).
Insight for the campaign: most potential mutual fund investors end up delaying their investments for the want of a connect with a dependable mutual fund distributor; preferably in their vicinity. This issue has gained a lot of severity after the success of AMFI’s ‘Mutual Funds Sahi Hai’ campaign that generated a lot of positive disposition about mutual funds.
The campaign, conceptualized by Nippon India Mutual Fund, surfaces the key issues/questions/doubts/comments in the minds of investors and then provides a solution by way of contact details of empanelled mutual fund distributors in their vicinity so that these concerns can be addressed and the wealth creation the journey is catalysed.
Through this social media campaign, the fund house plans to help connect potential investors with local MFDs covering close to 2000 key pin codes across India; which accounts for more than 95 per cent of the mutual fund business in India. This month-long campaign uses dominant social media platform – Facebook – and is expected to reach 25 million prospective investors.
Contact details of MFDs are displayed basis the location at which the ad is viewed; using geo-targeting at the pin code level. An algorithm customizes the ad for the viewer based on her location.
“We have made thousands of copies of this video with contact details of local MFDs and we will be geo-targeting them at a pin-code level. This will ensure that prospective investor in Bandra, Mumbai, or Bhatinda, Punjab, with eagerness to invest in Mutual Fund but lots of unanswered questions in their minds will be helped with names and numbers of empanelled MFDs in their vicinity. This is not just a ‘nice, goodwill gesture’ but one that will actually, connect millions of information-hungry investors with thousands of small-time self-employed professionals across the country” said Nippon Life India Asset Management Limited CMO Sandeep Walunj.
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
