Changing Investment Mindsets in India to deliver Business Results. Play Campaign Video

Transcription

1 Changing Investment Mindsets in India to deliver Business Results Play Campaign Video

2 The Average Indian Investor 95% Money invested in physical assets 5% Money invested in financial assets Gold Savings account Equities Real estate Mutual Funds Cash Life Insurance

3 2 Indias within India Investor in Large Metro Towns Investor in Small Town India Financially Mature Financially Illiterate High Risk taking ability Risk averse Invests in Financial assets Equity, Mutual Funds Invests in Safe Options Cash, Gold, Real Estate

4 Dainik Jagran was circulated in the Tier 2 & 3 towns of India As a result, our market share of the Financial Category advertising spends was very low 1.4% Dainik Jagran Market Share Financial Category, Apr-Nov 2016

5 Reliance Mutual Funds, one of India s largest fund houses, approached Dainik Jagran for a solution to break open the hinterland markets for them.

6 Bad News Good News The industry was trying to sell a product that its target audience didn t even know exists There s a lot of room for growth, and this growth would happen if people were made aware.

7 But just informing them through advertising wouldn t solve the problem as the audience was at a very low rung in the financial literacy ladder. The larger barrier was in reforming the cultural biases of an ancient people.

8 Therefore, in a risk averse, financially illiterate market, we had to gain trust of prospective investors. Our solution was to set up Investor Awareness Camps in small towns with a closed group audience and shift their current fixed views on investing.

9 Campaign Objectives Shift mindsets from traditional investment options Educate them on ways to grow wealth Lead them to invest in Mutual Funds Increase our market share of financial category ad spends

10 Targeting the right Investor Across India, risk tolerance is a secular, non-culturesensitive, fundamental personality trait. And the majority in the middle willing to accept risk if there is a reasonable assurance of commensurate returns A few people willing to take extreme amounts of risk (gambling) A few people willing to take no risk at all (savings account, deposits) We targeted this majority in the middle and engineer a shift in their mindsets.

11 Investor Camps to Re-imagine investments We invited 3014 prospective investors across 15 different cities to attend investor camps. The discussion points were : Their financial goals and how to achieve them The cost of money lying idle Explained what inflation does to their money, and how to realign their investment goals Investment considerations Types of mutual funds, and how to invest in them

12 Investors registering for the Camp Inauguration of the Camp

13 Investor Camp in Action

14 Setting the Agenda for Shifting Investment Mindsets through editorial in Dainik Jagran Investing in Mutual Funds will give you a higher return than investing in Gold or Property or Bank deposits

15 Setting the Agenda for Shifting Investment Mindsets through editorial in Dainik Jagran Investing in Mutual funds means Big Returns from small investments

16 Setting the Agenda for Shifting Investment Mindsets through editorial in Dainik Jagran Investing in Mutual funds with patience will give you great returns

17 Setting the Agenda for Shifting Investment Mindsets through editorial in Dainik Jagran

18 Results 69% Growth in business for Reliance Mutual Fund INR 98 bn INR 58 bn April 2016 October 2017 Assets Under Management (AUM) in the 15 cities where we conducted the Investor Camps Source : Data from Reliance Mutual Fund

19 Results 23X growth in Advertising Revenues from the Financial category Advertising for Dainik Jagran INR 297 mn INR 13 mn Apr-Nov 2016 Apr- Nov 2017 Financial Category Advertising Spends in Dainik Jagran Source : TAM Adex

20 Results 5.6 X growth in Market Share in the Financial category Advertising for Dainik Jagran 7.9% 1.4% Apr-Nov 2016 Apr- Nov 2017 Dainik Jagran Market Share of Financial Category Advertising Spends Source : TAM Adex

21 The campaign delivered on all counts. We educated investors, resulting in business growth for the Advertiser. At the same time we registered growth in advertising revenues and grew our market shares in the Financial category. Business Results for Advertiser Advertising Revenue Growth for Dainik Jagran Market Share Growth for Dainik Jagran