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Milestone Brandcom builds pan-India OOH presence for DSP BlackRock Opportunities Fund
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network2media Bureau   
Wednesday, 12 January 2011 09:00 (IST)
Displays in 'Series'; Building stature & maximising exposure NEW DELHI: As the fiscal year enters the last quarter, a whole range of financial services including mutual funds are visibly stepping up their external communications to connect with a large segment across the country that is seen to be weighing all tax-saving options. The outdoor is witness to much of this action. Leading mutual fund DSP BlackRock is at the forefront of this communication drive, having launched an expansive, pan-India outdoor campaign to promote its ‘Opportunities Fund’ with Milestone Brandcom as the outdoor partner. The campaign has been rolled out in over 46 cities across the country over a two-week period.

Smaller formats deployed to maximise frequency & repeat visibility For DSP BlackRock, this is the fourth major outdoor campaign that has been launched over the last four months. The Fund had earlier launched outdoor campaigns to promote ‘Focus 25 Fund’, ‘Tiger Fund’ and ‘Micro Cap Fund’. Milestone Brandcom has played a key role in these campaigns.

Premium, large format display deployed The main objective of the current campaign is to spread awareness about the ‘Opportunities Fund’ and generate interest among the target group. For widespread reach, the campaign has reached out to Tier II & III cities as well.

Juzer TambawallaCommenting on the campaign, Juzer Tambawalla, senior VP - marketing - DSP BlackRock, said, “Right from the conception of the communication programme for this product, our primary motive was high visibility. It was also necessary to make an impact so that we were able to break the clutter and demand a Strategic placement ensures maximum visibility decent share of consumers’ attention. The OOH campaign achieved the motive beautifully.”

All the DSP BlackRock campaigns have been received well extremely Not so large, but unmistakable impact as the visibility quotient was kept extremely high with a healthy mix of premium and strategically placed OOH units. To increase the effectiveness and visibility of the current campaign, the strategic planners have used a mix of mediums available, ranging from huge billboards (impact) to bus shelters (frequency) to pole kiosks (brand saliency).

Imtiyaz VilatraTalking about the campaign execution, Imtiyaz Vilatra, founder member & managing partner, Milestone Brandcom, said, “DSP is a special client. We have been servicing the brand since our company’s inception. Another premium, frontlit, large format display bearing the campaign creative In order to keep a 360 degree visibility of the brand, DSP went ahead with advertising in the outdoor in a big way followed by spends in print in the period when the outdoor is not on”.

Backlit, building visibility at night, the back drop adds up during the day Vilatra added, “Our objective was to generate maximum impact in all the metros/cities with the given budget, thus ensuring maximum eyeballs on the campaign, and we did just that.”

Wide format - Engulfing exposure The campaign has underlined the robustness of the financial services segment and the continued interest of this segment in boarding the outdoor platform to reach out to the target audience.





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