Best Mutual Fund Integrated Ad Campaign

Financial literacy in India is very low, despite a plethora of consumer education initiatives in recent years by the financial services firms. This has probably been because of the complexities of the financial jargon involved. For such initiatives to achieve material impact, a radically different approach is the need of the hour. We wanted to launch a clutter-breaking initiative aimed to increase financial literacy. Hence, we created a game that married the online gaming interest with cricket and spoke to people in a simplified financial language. The game was accessible through the internet on desktop and mobile browsers and also as an app for the android and ios platform. This helped in easing the access to the game. The game was promoted across social media like Facebook, Twitter and LinkedIn, the Google Display network and Mobile ad networks. Emailer campaigns were also carried out to reach out to the audience.

Target Audience: Male and Female, 21 years and above, PAN India

Contributors:

Vice President and Head - Marketing:	Juzer Tambawalla
Assistant Vice President – Marketing & Communications:	Balaji Vaidyanathan
Sr. Executive - Marketing:	Anuradha Bhandari
Assistant Vice President - Content Development, Marketing:	Satish Prabhu
Sr. Executive - Marketing:	Vishal Shah

FRANKLIN TEMPLETON ASSET MANAGEMENT (INDIA) PVT. LTD

Website: www.franklintempletonindia.com

Location: India